Disconnect between consumer, companies revealed in CX report

With the heavy push for data privacy and transparency, creating a high-quality user experience is key in acquiring and retaining customers. It has also become more difficult.

One of the recommended ways to do that is to create content that is engaging, content that leads to a successful call-to-action.

In a new report, released by Action IQ, it offers insights into the customer experience and the customer's interaction with brands, companies, etc.

One of the most telling statistics from the report (which you can read in its entirety here) is more than 60 percent of brands believe they offer a positive customer experience. Consumers disagree with only about 20 percent believe they are having a positive customer experience. That's a gap of about 40 percent.

In other words, the majority of brands are massively overrating their customer experience performance when compared to consumers.

The report says, "Such a substantial gap between what businesses perceive and what their customers describe indicates organizations across industries are not investing enough resources into the people, processes and technologies required to provide superior customer experience."

Here are some other key takeaways revealed in the report:

• 55% of consumers say data protection is “very important” to customer experience — more than any other CX characteristic. Thus, this build on the value of trust between the brand and the consumer. Consumers want to believe they can trust brands in all aspects, timely delivery, transparency about their personal data, etc.
• Consumers want convenience and reliability.
• Consumers say they want brands to be more understanding of their needs rather than knowing who they are.

How can this be accomplished? The report offers four tips:

• Prioritize data protection.
• Focus on real-time customer experience tools, such as chatbots.
• Anticipate customer needs.
• Avoid customer experience complacency.