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22 important digital customer experience stats for 2022

Posted January 5, 2022
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Technology didn’t stand still in 2021, and leading brands didn’t either. Rising to meet customers’ heightened expectations during the prolonged pandemic, many organizations have worked hard to strengthen trust and improve the overall customer experience (CX). Even though there have been new developments, new strategies and new tactics, one thing hasn’t changed — success comes to those who put the customer first.

As calendars flip to 2022, opportunities have opened up for brands to create effortless experiences while increasing employee efficiency through automation. But don’t just take our word for it; here are 22 statistics to keep in mind for the year ahead.

Customer experience serves as a differentiator for leading and disruptive brands

  • Compared to their industry peers, brands with leading customer satisfaction rankings for three or more years grow revenues 2.5 times faster and deliver two to five times more shareholder returns over the following decade (Harvard Business Review).
  • In the U.S. alone, the CX market is expected to increase at a compound annual growth rate (CAGR) of 17.5% from 2021 to 2028 (Grand View Research).
  • Perhaps time really is money. New research demonstrates that customers are 2.4 times more likely to stick with a brand when their problems are solved more quickly (Forrester).
  • Efficiency and simplicity go hand in hand. 76% of people are more likely to recommend a brand that delivers simple experiences, up 12% since 2018 (Siegel+Gale).
  • 32% of all customers would stop doing business with a brand they loved after one bad support experience (PwC).
  • Bad news travels fast: The overwhelming majority (89%) of customers will make their poor support experience known to others (HiverHQ).

Building trust with customers is more important than ever

  • 61% of customers say it’s difficult for a company to earn their trust (Salesforce).
  • When toxic or fake user-generated content (UGC) is posted in a brand’s online community, more than 40% of consumers will disengage after only one exposure, and 45% will lose trust in the brand entirely (TELUS International).
  • Nearly half (48%) of the respondents believe brands are irresponsible when they see inappropriate or inaccurate UGC on a brand’s owned sites and/or channels, 48% indicated that they lose trust in the brand and 43% no longer want to engage in the brand’s community (TELUS International).
  • When thinking about online purchases, customers rank customer ratings and reviews (94%) as the top consideration — ahead of price and brand preference (PowerReviews).
  • Suggesting a growing level of trust in new experiences, by 2025, 108 million Americans are expected to make purchases via social commerce (Statista).

Customer priorities have evolved in response to the pandemic

  • 82% of consumers expect to continue reaching out for customer care at pandemic-level rates. What’s more, 10% indicate that their contact rates will rise even higher (Salesforce).
  • The top 5% of brands that scored the highest on Forrester’s U.S. 2021 Customer Experience Index changed their approach to CX during the pandemic to meet core customer needs, such as digital transformation, shopping options and safer interactions (Forrester).
  • Due to the perceived convenience and positive experiences, most Americans will keep taking a digital approach to shopping (71%), banking (92%) and engaging in e-health and wellness activities (77%) (TELUS International).
  • Online gaming has increased in popularity, with 39% of Americans saying they’d never purchased an online video game or downloadable content before the pandemic. Of those respondents, 71% said they’ll continue to make similar purchases after the pandemic (TELUS International).
  • Since the pandemic, companies with advanced CX reported a marked improvement in a number of metrics, including customer lifetime value (30% of respondents), customer advocacy (30%) and basket size (23%) (eMarketer).

Automation in customer care, business administration and employee onboarding is on the rise

  • 58% of respondents say onboarding new employees remotely would be easier and faster with bots handling IT setups and HR-related inquiries (TELUS International).
  • It’s predicted that enterprise workloads deployed in cloud infrastructure and platform services will increase from 20% in 2020 to 40% by 2023 (Gartner).
  • The majority of executives anticipate that AI will help make business processes more efficient (74%), create new business models (55%) and generate new products and services (54%) (AI Journal).
  • 37% of technology executives indicated that one of the top reasons they implemented chatbots was to automate internal processes, such as an IT Service Desk or an HR bot (TELUS International).
  • Employees work more effectively and efficiently when using bots to automate the following activities: IT troubleshooting (57%), data entry (45%) and schedule management (44%) (TELUS International).
  • Bots have become essential for recruiting and hiring, with employees expecting bots to assist with prospecting candidates (55%), scheduling interviews (51%) and conducting interviews (44%) (TELUS International).

Strive to improve your CX in 2022. Reach out to learn how TELUS International can help.

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