The Changing CX Environment in Europe | EMEA

Engage Customer recently published a research report titled “Europe’s Changing CX Environment’ featuring material and insight from over 3,000 customers in six European countries. It’s an interesting report because if focuses on what customers in Europe are demanding today and it combines feedback from half a dozen nations.

The report summarises the changing CX environment in ten chapters, with each chapter summarising a particular change. You can read the complete report here, but I would like to comment on three areas the report detailed:

  1. Put security first.
  2. Respond today, not tomorrow.
  3. Customers demand feedback.

Put security first

82% of customers believe that it is very important that they can trust organisations with their personal data. You must not slip up. To lose data to a security breach can be extremely costly in terms of lost customers and reputational damage. In some cases the damage can be enough to sink even large companies. Customers cannot usually see your security, but they want to trust you that it exists.

Respond today, not tomorrow

Half of all European customers now expect a same-day response – or better – and 35% of under 22-year-olds expect a response within 6 hours. Breaking down expectations of response time by speed is also interesting because although 25% said that same-day response is acceptable, another 25% expected the response time to be inside 6 hours.

Customers demand feedback

Customers today expect brands to respond when they send a question, but there is a dramatic difference in just how demanding different European customers are. 79% of French customers said that a response is very important, yet only 48% of Dutch customers agreed. It’s also more important for customers who have already switched brand at least once, with 73% of switchers demanding that a response is very important compared to 58% of customers who have not switched brand.

Engage Customer has produced a useful report with tips on what managers should be asking and specific action points to help you address weaknesses. Click here to read the complete report and feel free to leave comments on the three points I outlined from the research or get in touch directly via my LinkedIn.

Photo by Reyner Media licensed under Creative Commons.

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