CX expectations gap widens; positive experiences drive results, research finds

Arvind Hickman
By Arvind Hickman | 28 March 2018

The customer experience gap between what marketers believe they are offering and reality has widened significantly in the past year, new research by Starcom has revealed.

In addition, consumers don’t care about ‘brand purpose’ anywhere near as much as marketers, if at all, and more focus should be placed on driving positive real-life experiences for marketers to achieve the best results.

The study found there are more than twice as many marketers (106%) than consumers that believe their companies deliver a great customer experience.

People who had a ‘very positive’ experience are 10 times more likely to choose a brand than those who had a ‘fairly positive’ experience.

The report found that real life experiences with brands are 2.4 times more likely to be very positive. It also found that marketers priority on brand purpose is low on what is important to consumers.


Only 32% of experiences were as a result of paid media, which means that marketers and media need to rethink the role of all media across paid, owned, earned and shared to created powerful connected experiences.

Media Futures has identified “return on experience” (ROE) as an additional measure that works in tandem with return on investment (ROI).

ROE combines business and human outcomes, which Starcom says is the most valuable measurement for brand choice.

“We can now quantify the value of real life connected experiences through ROE. Connected end-to-end experiences through paid, owned, earned and shared are 1.5 times more likely to be very positive. The underlying cause of the expectation gap is in missing the fundamental drivers of human behaviour – the power of positive customer experiences,” Starcom Australia CEO Toby Barbour said.


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