New Study Finds Significant Gap Between Canadian Consumers ‘Expectations And Businesses’ Ability To Deliver Great Customer Experiences

SAN FRANCISCO – (COMMERCIAL THREAD) – New research published today by Medallia, Inc. (NYSE: MDLA), the global leader in customer and employee experience, reveals a significant gap between consumer expectations for customer service and the ability of Canadian businesses to meet those expectations. Medallia and IPSOS will discuss the findings of the report today with a panel of customer experience professionals.

In July of this year, Medallia and IPSOS surveyed 300 experienced Canadian professionals in 12 industries and 2,000 Canadian consumers. The resultant Report on the State of the Experience in Canada Examines the Implications of COVID-19 on Canadian Businesses, Examines the Changing Expectations of Canadian Consumers Regarding Customer Experience, and Finds Majority of Canadian Businesses Continue to Catch Up When It Comes to Delivering an Experience consistently strong omnichannel customer.

“Every brand in Canada has the potential to generate a phenomenal customer experience. It is a top priority among today’s consumers. However, our survey shows that the majority of Canadian businesses fall far short of consumer expectations when it comes to keeping that promise, ”said Shannon Katschilo, Assistant Vice President of Medallia and National Director for Canada.

Research reveals:

  • Canadians are now using more channels than ever to communicate, presenting new customer experience challenges for businesses

    • 41% of Canadians say a poor customer experience will make them buy from another brand

    • 16% of Canadians will pay more for a great customer experience

    • Only 23% of Canadian consumers strongly agree that they receive consistent service across all channels

    • In the context of COVID-19, only 28% of consumers felt that businesses had mastered contactless interactions and engagement

  • Canadian businesses do not feel they have kept pace with changing consumer expectations for customer service and consistency of experience across channels

    • Only 11% of organizations surveyed consider themselves to be CX leaders, which means their organizations are:

      • Is the CX obsessed

      • Fostered a culture focused on the customer and the journey

      • Uses data to constantly improve the customer experience

    • Almost 50% of employees believe their biggest challenge today is migrating customers to new channels

  • While the value of CX is well recognized by business leaders, far fewer use advanced analytics to identify the financial value of improving CX

    • Less than a third of executives believe their organization obtains and analyzes customer data well

    • Only 27% think the tools used to collect and analyze customer sentiment are adequate

    • Only 33% of employees are aware of customer feedback programs within their organization and only 43% of these employees are involved in these programs

    • 60% of employees feel they don’t have the tools they need to deliver a great customer experience

“Our research shows that more than 50% of companies that invest in CX see positive returns in the customer experience and that 35% of these companies realize gains in financial performance and yet, universally, leaders, employees and managers customers all agreed that more needed to be done. in the customer experience space to meet changing consumer expectations, ”continued Katschilo. “Leading customer experience organizations understand the power to use real-time data to predict and alert the business to the issues it needs to solve before their customers decide to leave. ”

Today, Medallia and IPSOS will host a panel of customer experience professionals from the finance, retail, telecommunications, research and hospitality sectors who will discuss how large Canadian companies are turning to customer experience best practices to:

  • Adapt and innovate to stay competitive

  • Leverage customer data to predict and alert businesses to potential unsubscribe risks

  • Provide a consistent omnichannel experience

You can register for today’s webinar at: and a recording will be available after the event. To download the full report, visit

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About Medallia

Medallia (NYSE: MDLA) is the pioneer and market leader in customer, employee, citizen and patient experience. The company’s award-winning SaaS platform, Medallia Experience Cloud, becomes the experience recording system that makes all other customer and employee applications aware. The platform captures billions of experience signals across interactions, including all voice, video, digital, IoT, social media and corporate messaging tools. Medallia uses proprietary artificial intelligence and machine learning technology to automatically reveal predictive insights that drive powerful business actions and results. Medallia clients reduce churn, turn detractors into promoters and buyers, create instant cross-sell and up-sell opportunities, and make business decisions that impact revenue, delivering clear and powerful ROIs. For more information visit

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