How much is the customer Experience Gap costing your brand?
In 2018 we surveyed more than 34000 consumers in the US, UK, Germany and China across 8 categories in order to size the gap between the promises hundreds of brands make and the customer experiences they go on to deliver.
Today, 5 years on, it remains the world’s largest ever study on the value of brand and customer experience.
Our work uncovered a new and transformational way in which to measure the value of customer experience.
We demonstrated that failure to close the customer experience gap is costing brands $millions each year. And we highlighted that it’s not enough to be ‘good enough’ – consumers demand that brands deliver outstanding customer experiences regardless of sector.
Brands are still failing to close the gaps we uncovered in the study – even in a post-pandemic world where investment in seamless omni channel experiences is at an all time high.
In that context, closing the customer Experience Gap remains a key strategic imperative for brands – and one that can deliver significant incremental value in a squeezed economic climate.