USA Customer Edge 2015

44 FACTS DEFINING
THE FUTURE OF
CUSTOMER ENGAGEMENT

Customers who are fully engaged represent an average 23% premium in terms
of share of wallet, profitability, revenue and relationship growth compared with the
average customer.
(Gallup State of the American Consumer 2014)

In the consumer electronics industry, fully engaged shoppers make 44%
more visits per year to their preferred retailer than do actively disengaged shoppers.
And when they do visit their preferred electronics retailer, these fully engaged
shoppers purchase more items than they originally intended to.

In the retail banking industry, customers who are fully engaged bring 37%
more annual revenue to their primary bank than do customers who are actively
disengaged.

Fully engaged policy owners purchase 22% more types of insurance products
than actively disengaged policy owners do.

Fully engaged hotel guests spend 46% more per year than actively disengaged
hospitality industry guests spend.

52% of those surveyed whose organizations are building
customer service apps for mobile devices are also creating mobile-friendly
websites vs. 36% who are creating native iOS/Android mobile apps.
(Social MediaToday: The Social Customer Engagement Index 2014)

27% of companies say it takes them less than an hour to respond to
questions/issues on social channels.

15% of companies surveyed say more than 25% of customer service
inquiries are initiated over social channels.

60% of organizations see that customer service will be the top source of
competitive differentiation in the next three years.
(The Service Council’s (TSC) ServiceTransformation:The Business Case)

71% of organizations indicate
increasing importance being placed on
service.
The Service Council’s (TSC) Service
Transformation:The Business Case

66% of customers are willing
to spend more with companies who
provide superior customer service.
(SAP, Customer
Service is the Heart of Marketing)

52% of companies say Facebook is the most effective social channel for
customer service.

32% say they have seen very positive impact from social on customer service
goals and objectives.

81% of companies say social
customer service strategy is integrated
into overall social strategy of the
organization.
(
Social MediaToday:The Social Customer Engagement Index 2014)

45% of buyers require person-
to-person contact in the buying
process
(ITSMA/CFO)

Algorithms based on customer usage patterns can predict when a customer will be interested in a specific
product, and provide sales teams with prompts to approach the customer with tailored upsell and
cross-sell offers.
These efforts can achieve improvements of 10 – 15%
EBITDA in subscription businesses.
(McKinsey 2013)

Customer retention is 14%
higher among companies applying big
data and analytics to deal velocity.
Aberdeen Customer Engagement
Report 2014

100% of best-in-class companies provide Sales with remote access to social
media.
Aberdeen Customer Engagement Report 2014

By 2016, the web will influence more than 50% of all retail transactions,
representing a potential sales opportunity of almost $2 trillion.
(US Cross- Channel Retail Forecast, 2011 to 2016, Forrester Research, July 2012)

Companies that put data at the center of their marketing and sales decisions
improve their marketing return on investment by 15-20%
(McKinsey 2013)

Only 14% of marketers say customer centricity is ranked high within their
organization; only 11% percent say that their customers would say customer
centricity is ranked high within their organization.
The CMO Council, Mastering Adaptive Customer Engagement (2014)

66% of marketers believe that quick response times to customer requests or
complaints is the most important attribute demonstrating customer centricity
through the eyes of their customers.

Facebook's "like" button is pressed 2.7 billion times every day
across the web, revealing users’ interests.
(BI Intelligence 2014 Report)

An integrated analytic approach can free
up some 15 - 20 % of
marketing spending.Worldwide, that
equates to as much as $200 billion that
can be reinvested by companies or drop
straight to the bottom line.
(McKinsey 2014)

52% of Marketing Execs surveyed say
that it is a combination the people, the
processes and the platforms needed to
properly develop, manage, measure and
continue delivery of the customer
experience.

52%of Twitter users in the U.S. consume news on the site (more than the
percent of those who do so on Facebook), according to Pew Research.

According to a CEI Survey, 86% of buyers will pay more for a better customer
experience, but only 1%of customers feel that vendors
consistently meet their expectations.
(Forbes)

73% of marketers view customer centricity as critical to the success of their
business and role at the company.

70% of buying experiences
are based on how the customer
feels they are being treated.
(McKinsey)

A 2% increase in customer retention has the same effect as decreasing costs
by 10%
(Leading on the Edge of Chaos, Emmet Murphy and Mark Murphy)

55% of consumers would pay more for a better customer experience.
(Defaqto Research)

The customer experience will reign as
the primary investment target in 2014
as 68% of businesses plan to
increase their customer management
spend.
(2014 Call Center Executive Priorities Report)

The majority of businesses are unable to support an omni-channel customer
journey. Only 12% can provide a seamless hand-off between channels.
(ForresterWave Customer Service Solutions 2014)

According to a CEI Survey, 86%
of buyers will pay more for a better
customer experience.
(Forbes)

An Accenture study found that 72%
of respondents “showroomed,” or
bought digitally after seeing a product
in a store.
(Accenture)

Millennials, those consumers aged 18 to 34, remain the key age
demographic for online commerce, spending more money online in a given year than
any other age group.
(Business Insider Intelligence 2014)

More shoppers are looking to take advantage of seamless retail services involving
the store: In a recent survey, 19% of shoppers said they are using “click and
collect” services.
(Accenture)

57% of women indicated that
they made an online purchase in the
last year, compared to 52% of
men.
(SeeWhy 2014)

In the first quarter of 2014, 198 million U.S. consumers bought
something online.
(comScore's quarterly State Of Retail report)

22.2% of men made purchases on their
smartphones versus 18.2% of female
respondents.
(SeeWhy 2014)

Millennials spend around $2,000 annually on e-commerce despite having
lower incomes than older adults.
(Business Insider Intelligence 2014)

Boomers and seniors have adopted
mobile commerce. 1 in 4
mobile shoppers in the U.S. is over the
age of 55.

Women indicated they weren’t ready to buy 2xmore than male respondents,
with 62.5% of females, versus 24.7% of males, revealing a desire to browse more
before buying via their tablets.
(SeeWhy 2014)

USA Customer Edge 2015

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