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24 digital customer experience stats to know for 2024

Posted December 20, 2023
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In the realm of digital customer experience (CX), 2023 was a year to remember.

Challenging global economic conditions spurred a quest for efficiency and optimization, and business leaders found themselves looking to innovative solutions like artificial intelligence (AI) for streamlining work processes and enhancing overall productivity.

Most notably, generative AI (GenAI) took center stage with its impressive ability to understand, learn and create. The technology has emerged as a game-changer in crafting personalized, seamless and anticipatory customer interactions, from chatbots offering real-time assistance, to predictive analytics enhancing consumer engagement.

Below are 24 digital customer experience stats that encapsulate the transformative trends of 2023 and foreshadow the strategies businesses will use to elevate CX in 2024.

GenAI is set to revolutionize customer experience

  • GenAI is projected to see significant growth in the coming years, with a forecasted compound annual growth rate (CAGR) of over 24% from 2023 to 2030, resulting in a market volume of US $207 billion by 2030 (Statista).
  • Businesses are wasting no time implementing this cutting-edge technology, with 33% reporting that they regularly utilize GenAI in at least one business function (McKinsey).
  • Employees see the transformational potential of GenAI, with 68% reporting that it "will help them better serve their customers," according to Salesforce research (Salesforce).
  • The influence of generative AI on productivity is unmistakable, boosting the number of issues resolved per hour by customer support agents by 14% (National Bureau of Economic Research).

Transparency and data privacy are top of mind for consumers

  • A noteworthy 82% of U.S. consumers indicated they have some degree of concern over how companies are gathering and using their personal data, and 57% list "not knowing where data is going or how it's used" as a disadvantage of sharing their information with brands (MAGNA/Ketch).
  • Cisco's 2023 Data Privacy Benchmark Study found that "81% of consumers agreed that the way an organization treats their data is indicative of how it views and respects its customers" (Cisco).
  • As it relates to AI applications, a resounding 92% of companies assert that there is a pressing need for their business to take proactive measures in reassuring customers that their data is utilized solely for intended and legitimate purposes (Cisco).

Consumers are concerned about the impacts of bias in AI

  • The growing adoption of GenAI has added to longstanding concerns related to bias and prejudice in AI algorithms. A substantial 77% of consumers advocate for a prerequisite: Brands must conduct thorough algorithm audits to address and mitigate bias and prejudice before incorporating GenAI into their platforms (TELUS International).
  • According to a survey by TELUS International, Consumers say bias is preventing AI from making smart recommendations and connecting them to new opportunities. More than two in five (43%) consumers believe bias within an AI algorithm caused them to be served the "wrong content," such as music or TV programs they didn't like, or irrelevant job opportunities (TELUS International).
  • With some media companies setting guardrails that prevent their content from being used to train AI systems, 54% of consumers are concerned that GenAI outputs will be inaccurate, and 59% are concerned that the outputs will be biased (TELUS International).

Consumers have a need for speed

  • Expectations are high for prompt and immediate assistance. A striking 77% of customers anticipate the ability to engage with someone immediately when reaching out to a company (Salesforce).
  • Salesforce's State of the Connected Customer report found that "81% of customers expect faster service as technology advances, and 73% expect better personalization" (Salesforce).

As technology evolves, a human touch remains paramount

  • In the quest to minimize bias, consumers recognize the pivotal role humans play in ensuring high-quality training data. In fact, 49% of consumers indicated that an AI algorithm can't operate successfully without human input (TELUS International).
  • While customer experience technologies like chatbots and virtual assistants contribute to efficiency gains, the days of customers speaking to a live agent are far from over. A resounding 86% of respondents in the U.S. emphasized that it was important, or very important, that they have the option to engage with a human agent for customer service (Statista).
  • The role of customer service agents is evolving. Consumers are looking for agents who not only efficiently address their concerns, but also demonstrate a genuine understanding of their needs, situation and emotions. Almost half (53%) of business decision makers recognize the evolving complexity of customer service issues and report that their agents need to possess emotional intelligence skills and empathy (Five9).

When it comes to customer service, consistency is key

  • There is a significant gap in the pursuit of cohesive and interconnected customer experiences across diverse communication channels. A notable 40% of organizations acknowledge that their channels operate in isolation, lacking visibility into prior interactions across different platforms. Furthermore, the ability to seamlessly transition customers between channels remains a rare achievement, as only 7% of contact centers offering multiple service channels can boast this level of integration (Deloitte).

The desire for effortless experiences remains a central focus

  • Customers are demanding comprehensive online experiences. A significant 74% of customers anticipate a seamless online experience that mirrors the capabilities traditionally available in-person or through phone interactions (Salesforce).
  • Gartner's e-book, Break Down Channel Silos for a Better Customer Service Experience, states that "62% of the time, customers report that transitions between service channels are high-effort" (Gartner).
  • The significance of a smooth and seamless transition between service channels cannot be overstated, both for customer satisfaction and efficiency. Not only do the majority of customers (93%) who effortlessly navigate from self-service to interacting with a representative report elevated levels of customer satisfaction (CSAT), but they also spend a notable 27% less time in assisted channels (Gartner).
  • According to Ashley Wells, insights manager at Google, "60% of U.S. consumers said a website or app that makes shopping easier is important to them" (Think with Google).

Brands continue to turn to trusted outsourcing partnerships to deliver exceptional CX

  • By the conclusion of 2029, the global CX outsourcing market is anticipated to surge to an impressive $173.68 billion, showcasing a significant escalation from its valuation of $90.87 billion in 2022 (Research and Markets).
  • Deloitte Digital's 2023 survey of contact center leaders found that "two in three companies said they expect to use an external partner for conversational AI and/or CRM management within the next two years, and more than half expect to work with a Contact Center as a Service (CCaaS) provider" (Deloitte).
  • In determining the key considerations for outsourcing contract renewals, executives highlighted that the most crucial factors include the provider's capacity to scale (29%), consistent achievement of KPIs (28%), fulfillment of end-to-end requirements (28%) and meeting specific language criteria (28%) (Ryan Strategic Advisory and TELUS International).
  • Two thirds (67%) of decision-makers outsource more than one function to any one CX provider. Traditional CX like live chat is the most commonly outsourced function (46%) (Ryan Strategic Advisory and TELUS International).

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