Perception of Customer Experience at a New Low, Survey from Broadridge Reveals

Core Insights - More than half of North Americans have lost trust in companies that provide poor experiences or unclear communication, with 71% of consumers indicating a need for improvement in customer experience, a significant increase from 2019 [1][3] Group 1: Customer Experience and Trust - Customer communications are essential for enhancing the customer experience, with companies that prioritize clear and engaging communication likely to gain trust and loyalty [2][3] - 59% of respondents have lost trust in companies due to poor experiences or unclear communication [3] Group 2: Customer Personas - The study identifies two key customer personas: Engaged Explorers and Practical Optimizers, each with distinct preferences for communication and experience [3][4] - Engaged Explorers prefer interactive emails (84%) and want bills and statements consolidated digitally (87%), but only 15% feel they receive a quality experience [3] - Practical Optimizers value efficiency and clear communication, with 44% prioritizing transparency in their interactions, and 41% feel companies meet their experience expectations [4] Group 3: AI and Consumer Expectations - While AI adoption is growing, only 37% of consumers believe it has improved their overall experience, with a notable difference in perception between the two personas [7][14] - 62% of consumers are more likely to engage with companies that have advanced security measures, and 52% are willing to share personal data for better experiences [7] Group 4: Communication Preferences - Key functions companies should prioritize include honoring preferred communication channels (39%), providing simple engagement methods across channels (38%), and simplifying business interactions (33%) [6] - Despite digital advances, 55% of consumers still receive paper communications, with nearly half willing to switch to digital if options are more intuitive and secure [9]