However, as consumers and Customer Experience (CX) professionals, we perceive customer support priorities can be quite different, revealing a real mismatch in expectations.

A recent SurveyMonkey study explores this gap between what consumers really want in their support interactions and what CX professionals believe is more important.

In this article, we will explore the main results of this study and how this divergence can affect company strategies. Confirm:

• About or study;
• Or that consumers expect customer support;
• The priorities of two CX professionals;
• How the difference in expectations impacts companies;
• Strategies to align these perceptions;
• Have exceptional experiences!

About or study

Or study “The CX Gap”ou “A Lacuna do CX”, developed by SurveyMonkey, aims to compare the expectations of consumers with the perceptions of CX professionals.

Second to the study methodology, two researches were carried out: one with professionals in the CX area and another with consumers. For this purpose, more than 1,000 American adults were interviewed in April 2023 and more than 300 professionals were interviewed in April 2024.

As published in the introduction of the study:

“We did not study, we asked CX professionals about the main changes they intend to implement this year. The answer number was to guarantee that “Customer expectations have been met or exceeded.”

The study contrasts the responses of CX professionals and two consumers, seeking a common objective between the parties, so that the professionals can adapt their strategies to meet the expectations of consumers.

Confirm the main insights from these investigations:

What do Consumers Expect from Customer Support?

Considering these two consumers, the investigation reveals that the number one priority for this group, when it comes to customer support, is Quick problem resolution.

More than half (57%) two consumers interviewed stated that prefers to human interactions, especially in complex cases, such as cancellations or claims, which require greater personalization and understanding.

Preference for Human Interactions

Embrace self-service tools, such as FAQs and automated chats, which are convenient, Consumers still prefer to speak directly with an attendant When faced with problems that demand more attention. The research revealed that, for 46% of consumers, solving questions quickly and efficiently is more important than the convenience of using automated solutions.

• I also read: What factors influence consumer loyalty?

What CX Professionals Consider Priority?

On the other hand, many CX professionals credit that at automation and digital convenience These should be priorities in the best customer support. Approximately 33% of the professionals interviewed highlighted the need to focus on self-service and automation platforms, claiming that this saves time and offers a scaled solution to meet growing demand.

A Vision of CX Professionais on Efficiency

For CX professionals, automation represents a way of reduce costs and optimize caremainly in companies that deal with large volumes of requests.

This approach is efficient, the study shows that it is always aligned with consumer expectations, which also values ​​human interaction and speed in problem resolution.

2 em Every 3 B2B Agem CEOs as Strong Defensores do CX

Another research, carried out by the Qualtrics

I studied how CEOs of B2B companies perceive and integrate CX into their operations, with the objective of understanding the influence of leadership in the implementation of a customer-centric culture.

• 72% two CEOs believe that customer experience is essential for long-term success in the B2B market.
• 55% two interviewees said they invested significantly in technology to improve CX.
• The study also showed that companies with a CX-focused approach tend to have higher rates of customer retention and revenue growth.

According to data, 65% of B2B CEOs consider themselves strong advocates of a CX-first approach, proving that exceptional experience can be a crucial competitive differential.

For CX professionals in the B2B sector, this means that the customer experience is increasingly at the center of companies’ strategic decisions, directly impacting the way services are offered and customer expectations are managed.

How does a Divergence between Consumers and CX Professionals Impact the Success of Companies?

Analyzing the data, we conclude that there exists – de facto – a loophole between what consumers enxergam as a priority and the way CX professionals are dealing with this, or that it can create gargalos not serving the client, resulting in frustrations that afetam directly to brand reputation.

When companies invest in self-service solutions that are not received by consumers, they run the risk of losing customers to competitors that offer more humane and agile service.

A Need to Reassess CX Strategies

However, this divergence of “opinions” shows the importance of reassessing CX strategies to ensure that customer expectations are met adequately, given that – as it was given to the professionals in the SurveyMonkey area – it is a priority of the sector. .

This shows that focusing exclusively on automation and investing in personalized attention may be leaving aside a significant number of consumers looking for high-quality human support, or that it is hindering the professionals in the area and the companies that fulfill their main objective.

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Strategies to Alinhar as Percepções de CX

To reduce the difference between what consumers expect and what CX professionals prioritize, it is essential to adopt a balanced approach that combines automation with quality human interactions.

Here are some strategies we can help:

• Offers multiple service channels: Allowing consumers to navigate between self-care and human interactions can increase satisfaction.
• Invest in hybrid solutions: Chatbots can deal with simple quests, while human attendants are in charge of more complex cases.
• Continuous training of the care team: Ensuring that human attendants are prepared to resolve problems in an efficient and empathetic manner is crucial to gaining the trust of customers.
• Aprimore or response time: Regardless of the channel, speed in resolving issues must be a priority to maintain customer satisfaction.

By aligning internal priorities with external expectations, companies can not only improve customer satisfaction, but also build longer lasting relationships and a solid brand reputation.

Have exceptional experiences!

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