For today’s MarketingSherpa blog post, we have an infographic from Kentico, “Customer Experience in the Digital Age.”
The research behind the infographic was an eight-question survey of 200 Internet users via SurveyMonkey in February 2013, and the survey was open to both consumer and B2B brand interactions.
Here are few data points on the surveyed Internet users:
The gender breakdown was 54% male and 46% female, and the age breakdown included …
- 18-24 – 10%
- 25-34 – 20%
- 35-44 – 24%
- 45-54 – 19%
- 55-64 – 15%
- 65-74 – 10%
- Over 74 – 2%
To help put this infographic – and the research that went into the content – into context, I had the chance to interview Thom Robbins, Chief Evangelist, Kentico Software.
MarketingSherpa: What were some of the key findings?
Thom Robbins: Company websites were second (25%) behind word of mouth (28%) in weighing most heavily on impacting brand affinity. In-store experiences factored [at] 18%.
Perhaps most surprising was the discovery that only 7% of respondents felt their brand experience was affected by social networks such as Facebook or Twitter, but I think this may be misleading. People may be influenced by social media a lot more than they think they are, through both direct and indirect interactions.
MS: Did any results come as a surprise?
TR: Other than the small role social media seemed to have, which I think merely shows us it’s a channel still on the rise, I was most surprised to see that 69% of those surveyed said they were willing to give up personal data in exchange for more customized service.
MS: Were there any results that might inform future research, or uncovered data points that deserve/require a deeper dive into customer insights?
TR: Well, I thought it was very telling that 97% were ready to forgive poor service as long as the company offers up a quick response or correction.
It’s important for businesses to know that while mistakes will be made, in the age of social media, every single customer experience counts. You can’t afford [to have] anyone to walk away unhappy, and there’s really no excuse given how forgiving customers are as long as you respond quickly to complaints.