While 36 per cent of brands believe their customer experience is definitely improving, only 13 per cent of customers felt the same way.
The survey also found that brands are failing to take responsibility for their CX shortcomings, with 40 per cent of brands saying customers are “very” responsible for creating better experiences in-store, and 11 per cent saying customers are “completely” responsible.
On the other hand, customers believe a good CX is a shared endeavour.
“It’s evident that there’s a significant divide in Australia between how brands and customers rate the experience they are delivering and receiving, respectfully,” InMoment vice president of APAC Claire Fastier said.
“This gulf in perception should be ringing alarm bells for brands who need to better understand customer expectation and deliver strong CX.”
According to the report, the simplest way to solve this disconnect is to ask customers what they want directly – nearly 78 per cent of customers said this was the most important method of improving customer experience, while only 43 per cent of brands agreed.
“Open channels for direct feedback between you and your customers,” the report reads.
“Make it as easy as possible for them to tell you how they feel about your brand. Don’t shy away from asking them the important questions, and be sure to weigh both asking and listening wisely.”
Additionally, retaining a human element is incredibly important, with half of customers stating that better service from staff was the most important thing brands can do to improve the customer experience. This is at odds with the brand perception, with only 29 per cent ranking this first in importance.
Personalising service with purpose, neglecting customers without an intent to purchase, and taking constructive criticism as a positive metric are all further ways that brands can improve customer experience moving forward according to the report.
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