Report

Is Your Brand Investing Correctly to Meet Rising Consumer Expectations?


HGS shares expertise as a contributor and exclusive sponsor of Execs In The Know CX Leaders Trends and Insights: Consumer Edition 2021 report.

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Andrew Kokes, Senior Vice President, Global Head of Marketing

“The survey results show that it’s no longer enough to provide exceptional customer care through one channel or another. Consumers now expect brands to anticipate their needs and proactively help them get the right answer fast. When one brand raises the bar on speed of service or ease of doing business, consumers immediately expect all companies to elevate to the same experience level.”

Andrew Kokes, Senior Vice President, Global Head of Marketing, HGS

Consumers want a quick and easy process to resolve issues

Only 10% of consumers said resolving their customer care issues has gotten easier in 2021, compared to an average of 34% over the past three years. Consumer’s rank “Fair and Honest Treatment” (29%) and “Quick and Easy Process” (25%) as most important when dealing with customer care to resolve their issues.

Image of a customer waiting for help
Image of a consumer performing self service

Digital and unassisted channel adoption continues to rise

In 2021, 64% of consumers used the phone to engage with customer support. Yet, consumers indicated a lower preference for voice (40%) and a higher combined preference for SMS-based support (39%) and self-help (15%) if they knew their issue was going to be resolved.

Investments are still needed to address rising customer expectations

Today, consumers still rank improving the Customer Care Experience as the top opportunity where brands can improve at 53%. Creating better products and services top the list at 41% of consumers sharing where brands could most effectively improve the customer experience.

53% Today, consumers still rank improving the Customer Care Experience as the top opportunity where brands can improve at 53%.

41% Creating better products and services top the list at 41% of consumers sharing where brands could most effectively improve the customer experience.

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About this report

CX Leaders Trends & Insights is an evolution of Execs In The Know’s longstanding research series, the Customer Experience Management Benchmark (CXMB) Series, published from 2012–2021. Like its predecessor, the CX Leaders Trends & Insights Series will be published twice yearly, with a Consumer Edition published each fall, followed by a Corporate Edition published each winter, anchoring Execs In The Know’s extensive CX Research activities.

The Consumer Edition reveals the experiences and opinions of consumers through a series of online research surveys, while the Corporate Edition reveals the insights, strategies, and best practices of industry leaders through an extensive direct-to-participant industry survey. Both volumes also include greater depth thanks to the inclusion of “Practitioner’s Perspectives,” snapshot analysis from some of the industry’s most well-regarded senior CX leaders, providing an insider’s view into how specific results relate to their company’s strategies, initiatives, and priorities.
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