Similarly, a significant number of internet users cited the availability of staff to help when needed, the lack of understanding their needs and an impersonal and generic experience as key factors that likely lead to a negative brand experience. And again, fewer brand professionals saw it the same way.
In some instances, however, both brands and consumers were somewhat aligned with what can contribute to a poor brand experience. For example, 21% of internet users and 27% of brand professionals said price can be a factor. They were also in agreement when it comes to mobile apps or sites, in-store tech and self-service checkouts not being easy enough to operate—or in some cases unavailable.
By and large, brands acknowledge that improvements are necessary to deliver great customer experiences.
A CMO Council and SAP Hybris survey of marketers worldwide in August 2017 found only 12% of respondents say they're doing an “exceptional job” of meeting consumers' needs and expectations both online and offline. A large share of respondents (43%) said they're doing well, but there's certainly room for improvement.