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Consumers willing to pay for a good customer experience, claims new study

July 7, 2017

Eight out of 10 consumers are willing to pay more for better customer experience, according to a new Capgemini study.

The research report reveals a "positive correlation" between investment in digital customer efforts and consumer satisfaction and a willingness to spend more.

The study polled more than 3,300 consumers and 450 leaders worldwide at companies that serve them. The findings also cite a gap between how businesses and consumers perceive the quality of the customer experience: while 75 percent of businesses believe they are customer-centric, just 30 percent of consumers agree.

The study also notes Internet services companies and online consumers are in step with regards to the customer experience, but consumer product companies and utilities "have a long way to go to meet consumer expectations," according to a press release.

"Digital has enabled new ways of engaging consumers but is also driving new behaviors and creating new expectations. It's clear that many organizations are struggling to keep up with the pace of change. As our research reveals, experience is the new battleground, and how you connect will determine how you win. Organizations that tightly link their business operations with customer experience will reap the benefits in both streamlined operational efficiency and customer satisfaction," said Pierre-Yves Glever, global lead of digital customer experience at Capgemini, in the release.