Are you making the impact you imagine?

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For the past four years, InMoment has been conducting an annual study on Customer Experience Trends. And the theme of this latest study was precisely memorable experiences. Both managers focused on experience and customers were interviewed, and the results are truly eye-popping.

Approximately 68% of consumers said they had a positive iran mobile database memorable experience. Up until that point, the results sounded like music to the ears. But the alarming thing is that the brands interviewed believe that 84% of interactions generate memorable experiences. In other words, the customer experience is often not as “wow” as one might imagine.

On the other side of the scale, looking at bad experiences, there is also a gap. Consumers reported that 32% of experiences are bad, while companies feel they are screwing up in only 16% of cases. This dissonance shows that there are still many “blind spots” that make it difficult for companies to read customers.

Another issue is the use of personal data to personalize brand experiences. 75% of consumers find it strange and uncomfortable, while companies admit that they can cause this strangeness 40% of the time.

According to Brennan Wilkie, senior vice president of customer experience strategy at InMoment, “Brands continue to underestimate their consumers in terms of how their personal information is used, or the impact versus expectations. Today, consumers want to be included in decisions, they want transparency, and they want something in return for giving their money or their data.”