Consumer Behavior

Consumers embracing digital interaction but customer experience needs improvement, reveals report

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March 23, 2021

Seventy percent of North American consumers are stepping toward greater digital interaction with at least one brand and nearly 60% of consumers believe retailers need to improve the customer experience.

The need to boost CX is most strongly expressed by millennials, according to a study from Broadridge Financial Solutons Inc. The fintech's annual Customer Experience and Communications study polls 3,000 North American consumers.

In related findings, 56% of consumers said the pandemic has fundamentally changed how they communicate and engage with retailers and 54% have seen an increase in "humanity" in retailer communications, according to a press release on the findings.

"Companies have been challenged to rapidly adapt to rising customer expectations as a result of the pandemic," Matt Swain, managing director for communications and customer experience consulting services at Broadridge, said in the release. "Whether it's the purchase experience or essential communication touchpoints like bills and statements, the bar has been set very high for brands to provide consumers with easy, engaging and personalized digital interactions. Until more digital experiences meet these higher standards, a large portion of consumers will continue to hold onto print."