Total Experience: a new era for customers, employees, and business

Published by ServiceNow

This ServiceNow study across nine different EMEA markets highlights how businesses must invest in long-term loyalty strategies to win customers – including security, rapid issue resolution and personalised experiences.

Exploring consumer attitudes towards customer and employee experience, the data reveals how far customer perceptions and habits have shifted across EMEA during the past two years and the current factors impacting their loyalty.

Nearly half (42%) say that needing a cheaper option is a reason for less brand loyalty.

  • 14% say that disappointing experiences with companies have led to brand disloyalty. This figure jumps to 20% for enterprise technology companies. 
  • Data security was deemed more important than factors like response times (58%), seamless service (46%), and choice of engagement methods (44%).
  • Knowing your customer is key: Nearly 9 out of 10 (87%) say it’s important for a company to understand them, 80% say that offering personalised discounts is important, and 73% want to be offered samples and trials.
  • Two-fifths (38%) in EMEA think that retail provides the best customer experience, compared to any other industry. Healthcare comes second (34%) and consumer technology (27%) next.

The full findings of this research, and its implications for businesses, are outlined in this whitepaper.

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