Survey: 73% Say Customer Experience Is an Important Factor in Purchasing Decisions

Marketers are continuing to work to provide a memorable customer experience, but how many prospects and customers are expecting this from businesses?

To find out, PwC recently surveyed 15,000 people from 12 countries to gauge customer attitudes toward brands and the buying process. A total of 73 percent of respondents claimed that customer experience is an important factor in their purchasing decision. However, just 49 percent of respondents claim that companies currently provide a good customer experience.

“Good customer experience leaves consumers feeling heard, seen and appreciated,” concluded the authors of the report. “It has a tangible impact that can be measured in dollars and cents.”

Forty-three percent of customers would pay for a greater convenience, and 42 percent would pay for a friendlier, welcoming experience, according to the survey. Furthermore, 65 percent believe that a positive experience with a business is more influential than great advertising.

B2B Marketing and the Customer Experience

As the buying experience continues to evolve, previous research suggests that B2B customers now have higher expectations than they did in the past.

“The Complexities of B2B Sales Require Thinking Beyond Today’s CPQ” study produced by Forrester Consulting and FPX honed in on buyer expectations and how B2B marketers are adjusting accordingly. Statistics showed that 70 percent of B2B firms now believe customers have higher expectations than they did in previous years.

Approximately 68 percent of B2B marketers said that it is now “very important” to deliver a consistent, high-quality customer experience.

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