When a consumer is stranded on the side of the road with a flat tire, and a phone, all they want is a simple, how-to video that explains where to put the jack and how to easily loosen the first lug bolt. The content could even be computer-generated as long as it hits the mark in terms of having the right information.
It seems simple from a consumer perspective, but too often, brands fail to deliver the basic information and experiences that customers expect and need.
According to the 2017 Gartner Customer Experience in Marketing Survey, 81% of marketing leaders responsible for customer experience (CX) say their companies will mostly or completely compete on the basis of CX in two years. Yet only 22% say their CX efforts have exceeded customer expectations.