Here are some key statistics and takeaways from the report to assist your social media

strategy:

 Brands are disconnected from consumers: Less than half of surveyed brands said they
have fully connected the tech, metrics, customer journey, teams, data, and channels
that enable digital engagement at their organization. This lack of connectivity has a
direct impact on customers’ experiences with brands, and 77% of companies say they
struggle to create a cohesive journey across channels and devices.

 Brands are out of touch with the customer experience: Businesses underestimate how
frequently bad experiences happen to their customers by an average of 38%. These
negative experiences create feelings of disappointment, unhappiness, and anger
among audiences. Furthermore, approximately two-thirds of customers who have a
bad experience with a brand say they will switch to a different brand and share their
negative encounters with others.

 Brands are ill-equipped to stay connected: Two-thirds of brands expect the number of
channels to increase within the next two years, but the majority of brands also say
they struggle with integrating new channels. Additionally, existing channels will
continue to evolve in accordance with changes to consumer preferences so brands
need to find efficient ways to manage their increasingly complex digital engagement
strategies.

 Brands acknowledge the importance of collaboration, but fail to do so: Approximately

90% of brands agree the various teams involved with digital customer engagement
should regularly: communicate and work together in pursuit of common goals, share
data and success metrics, and plan strategy across departments. However, less than
half of respondents say these statements describe their organization exactly.

Our study found many brands fail to understand what their audience wants and
consistently misjudge the actions customers will take when interacting online. These
gaps in knowledge severely limit the success of your social media strategy.

Knowing your customers’ wants and needs helps your business to better serve them when
answering common questions and concerns through online channels. Furthermore, improving
online interactions leads to better engagement, more satisfied customers, and higher brand
loyalty which increases sales.
Check out the full study to see more customer experience statistics and develop a social
media strategy that is capable of achieving your business goals.