Customer experience is the next battlefield: New study reveals CX future for companies large and small

A business team is pushing a king (chess).

With the customer experience emerging as such a huge differentiator in the post-pandemic business environment, brands and marketers are looking for every CX advantage they can find. A new research study from CX collective Experience Dynamic attempts to crack the CX code and offers encouraging news and critical information to organizations large and small.

The firm’s State of Customer Experience 2023 Study, helmed by noted behavioral researcher, author and speaker Jason Dorsey and Experience Dynamic CEO Chris Johnson, boasts the most comprehensive national survey ever undertaken about the customer experience and what customers expect.

“Now is the time for business and organization leaders to recognize that customer experience is about meeting each generation and customer where they are through the lens of what matters to them,” said Johnson, in a news release. “And to do that, you have to know their expectations.”

Key findings from the research (with a few surprises):

An eye-popping 72 percent of Americans say CEOs should have their pay affected based on customer experience.
Our data found that 47 percent of Americans would be willing to pay up to 30 percent more if immediate service was guaranteed. That is almost half of America saying they are willing to pay materially more for guaranteed immediate service.
Gen Z has been significantly less satisfied than other generations with all customer experiences. Yet they are more likely than any other generation to give companies a second chance.
85 percent of Americans and 95 percent of Boomers say customer experience can make a small company win their business over a large company.

“At the end of the day, it’s focusing on your customer at an organizational level. And it involves a lot of collaboration between groups that don’t typically work together inside companies and creating metrics across siloes so that all can work together to give the customer what they want and expect,” said Johnson. “I think this information from our study will help immensely.”