Just 10% of customers feel that brands are providing what they see as a 'good experience', though 82% of marketers feel they are meeting consumer expectations.
This is one of the findings from a new report from Acquia, which looks at CX from a customer perspective. We'll look at some of the customer experience stats from the report.
Customers want greater convenience and personalisation from their interactions with brands.
However, the survey suggests that brands are falling short, with 60% saying brands aren't doing a good job of using personal preferences to predict their needs, while 66% feel they are being treated like a generic customer.
Customers expect brands to use technology to improve customer experiences and meet their needs more effectively.
There is an issue over data privacy, and trust. While many consumers expect brands to use data to improve experiences, many are reluctant to share too much data, and fearful that it will lead to a bombardment of marketing messages.
Of course, the problem for marketers is that they need consumer data to build the experiences that customers are looking for - to personalise product recommendations, or to improve the online experience.
Marketers are generally conscious of customer concerns about privacy, but a few bad experiences for customers can lead to a general lack of trust on this issue.
Some of the marketers surveyed are struggling to use the technology they have to improve customer experiences.
Our own recent Customer Experience Trends & Insights report found similar barriers to providing great CX, with lack of skills and knowledge of tech the biggest obstacle.
As our report found, the companies that are finding the solutions to these issues, and using personalisation effectively, are those that are meeting or exceeding customer expectations.