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Locked-down consumers had little choice but to adopt digital channels. As the pandemic eases, many consumers will be using them less often in the future.
Digital departures
As the pandemic eases, consumers are returning to physical channels. Companies can hold on to them by improving the customer experience online.
Are you losing your digital customers?
In this edition:
A quick briefing in five—
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Refining design
Among the six improvement areas we studied, user experience/user interface (UX/UI) matters most to consumers.
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What’s next for digital consumers
Holding on
Companies looking to retain their digital customers should innovate their digital services.
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Four flaws
But companies won’t learn where and how to improve user experiences from traditional survey-based customer-experience (CX) measurement systems.
What’s next for digital consumers
Dive deeper
Prediction: The future of CX
Article – McKinsey Quarterly
Article
What’s next for digital consumers
Article
Dive deeper
Prediction: The future of CX
Article – McKinsey Quarterly
Dive deeper
Designing great
Designing great customer experiences online instead requires a data-driven and predictive system consisting of three key elements:
Digital adoption in Europe and United States
Industries accessed
digitally or
remotely,
Digital adoption, %
number
6
0
0
100
COVID-19-pandemic effect: 6 months ending June 2020
“Next normal” effect: 6 months ending April 2021
Prepandemic 2019
1. France
2. Germany
3. Hungary
4. Spain
5. United Kingdom
6. United States
Digital innovation,
%
Expected usage change, %
28
0
0
10
20
30
–10
Negative
usage
change
a. Banking
b. Education
c. Entertainment
d. Grocery
e. Healthcare
f. Insurance
g. Public sector
h. Retail
i. Telco carriers
j. Travel
k. Utilities
a
c
i
d
e
b
g
k
f
h
j
Highest expected positive change predicted for industries with higher digital innovation
Arrange better prices and offers
of dissatisfied users in groceries, telco, and travel would enjoy more offers
~20%
Improve after-sales services
of dissatisfied users do not like after- sales experiences
23%
Provide end-to-end service availability
of dissatisfied users cannot fully interact on digital
39%
Create ‘phygital’¹ interactions
of dissatisfied users still prefer to talk with a human
~20%
Refine UX/UI design
of dissatisfied users showed discomfort with digital UX/UI
and lack of information
56%
Increase privacy and security
of users don’t fully trust digital services
44%
Experience
Channels
Trust
¹Physical plus digital
Six innovations across three dimensions
Get data
Predict
Convey
An API layer can serve as a single source of truth, fueling recommendation engines based on data and customer scores and providing both employees (including frontline agents) and tools (such as customer-relationship-management platforms) with timely insights and suggestions.
Convey
Machine-learning algorithms create predictive scores for individual customer-satisfaction and value outcomes, such as revenue, loyalty, and cost to serve, which help assess ROI for CX investments and tie them to business outcomes.
Predict
Comprehensive, connected, and dynamic customer-level data sets allow for mapping and tracking customer behavior across interactions, transactions, and operations, including unique identifiers for customers, product lines, and other critical business inputs.
Get data
Limited
Reactive
Ambiguous
Unfocused
Four flaws with today’s survey-based CX measurement systems
7%
Only
of the customer voice is
shared with CX leaders
13%
Only
of organizations can take action on CX issues in
near real time
16%
Only
of CX leaders think surveys
address the root causes
of performance
4%
Only
of CX leaders can calculate ROI on decisions from their CX measurement system
What’s next for digital consumers
Article
Dive deeper
Prediction: The future of CX
Article – McKinsey Quarterly
Dive deeper