The 300 Essential Stats on Business & Digital Transformation You Need to Know: Part V - Customer Edition (Wikibrands 2019 version)

Curated by Managing Director Sean Moffitt @SeanMoffitt and the @Wikibrands Transformation Collective

The 300 Essential 2019 Statistics on:
Business & Digital Transformation
Leading insights, foresights & Best Practices for Accelerating Business Change & Digital Maturity
WIKIBRANDS The Transformation & Futureproofing Experts
www.wiki-brands.com
PART 5 – THE CUSTOMER EXPERIENCE,
BRAND & CHANNEL EDITION

THE BIGGEST COMPENDIUM OF
BUSINESS TRANSFORMATION AND
FUTUREPROOFING STATS AVAILABLE
#TRANSFORMATION300

Our Insight-filled, Data-based Special Sauce
▶  Variety & Credibility - Distilled from 30 different reputable sources
including 5+ of our own proprietary studies.
▶  Current - All 2017 and 2018-based statistics.
▶  Holistic - Deals with business transformation from 15 key relevant facets.
▶  Digitally-Savvy – Acknowledges the power of digital and technology to
transform business in the connected age.
▶  Helpful – Designed to make the case for your business change, digital
transformation and any angle of opposition to change.

“The future is so VUCA(volatile, uncertain, complex, ambiguous). Companies
really only have three choices for sustainable marketplace
advantage.
You can anticipate better and futureproof.
You can disrupt the market and innovate.
Or you can disrupt yourself and transform.
Choose one, or all three, but do it now.”
Sean Moffitt, Managing Director, Wikibrands

15 Facets of Business Transformation
▶  Overall Business Transforma1on
1  Leadership, Governance & Sponsorship
2  Purpose, Vision & Strategy Transforma1on
3  Change Management and Organiza1onal Commitment
4  Technology & Digital Transforma1on
5  Digitaliza1on & Process Transforma1on
6  Data, Analy1cs & Key Metrics
7  Culture & Values Transforma1on
8  Talent Transforma1on
9  Performance Management Transforma1on
10  Customer Experience. Touchpoints & Engagement
11  Brand & Content Transforma1on
12  Channel & Commerce Transforma1on
13  Business Model, Product & Services Innova1on
14  Product & Services Innova1on
15  Futureprooﬁng & Marketplace Foresight
WIKIBRANDS The Transformation & Futureproofing Experts

For the full deck of insights and foresights, become a Futureproofer :
http://bit.ly/thefutureproofers

12 Business Transformation Facets
1  Overall Business Transforma1on & Impera1ves
2  Digital Transforma1on
3  Technology Transforma1on
5  Leadership & Governance Transforma1on
7  Customer Experience & Engagement Transforma1on
9  Culture Transforma1on
10  Opera1onal Transforma1on
11  Innova1on Transforma1on
12  Futureprooﬁng & Foresight Transforma1on
10. Customer Experience ,
Touchpoints & Engagement
WIKIBRANDS The CUSTOMER EXPERIENCE Experts

Transforma)on Stat #179– Customer is King in Transforma)on:
The #2 driver to master an
organiza1on’s digital
transforma1on
“Customer Insights, Experiences &
Touchpoints”.
Source: Wikibrands Digital Periscope, 2018
#CUSTOMERtransformation

Transforma)on Stat #180– Customer-‐driven Disrup)on:
The most disrupted industries
aﬀected by customer wants &
demands over the next 3-‐5 years:
①  Financial, Banking & Insurance
②  Retail, Shopping and ecommerce
③  Automo1ve, Logis1cs & Transporta1ons
④  Health Care, Pharma & Biotech
⑤  Educa1on & Learning
⑥  Media & Entertainment
⑦  Government & Public Service
⑧  Professional, Business and Legal Services
⑨  Energy & U1li1es
⑩  Agriculture & Food
Source: Wikibrands Customer Zeitgeist, 2018

Transforma)on Stat #181 -‐ Experience is Paramount
The customer influences that will
affect organiza1ons the most over
the next 3 years:
#1 The Experience Economy – customer concentricity in everything
#2 Customiza8on – where I want it, when I want it, how I want it
#3 Automa8on – technology-‐aided and autonomous tasks and fulfillment
#4 Authen8city – hunger for genuine trus1ng and transparent rela1onships
& products
Source: Wikibrands Customer Zeitgeist Study, 2018

Transforma)on Stat #182– Customer Demands are Unrelen)ng:
Consumer expecta1ons were up
24% vs. year ago, brand
performance only climbed 4%.
Source: Brand Keys, 2018

Transforma)on Stat #183– Toughest Customer Job:
In the future, the toughest job will
be to get a customer’s:
#1 Loyalty & Reten1on
#2 Asen1on & Awareness
#3 Trust & Aﬃnity
#4 Advocacy & Deeper Involvement
Source: Wikibrands’ Customer Zeitgeist, 2018

Transforma)on Stat #184 -‐ Customer Engagement Value:
Highly
engaged
customer’s
loyalty,

value,
advocacy
and
upsellability
–

2X,
3X,
4X
&
6X
vs.
regular

customers.

Source: Rosesa, 2017

Transforma)on Stat #185 -‐ Customer Sa)sfac)on/Engagement:
70% of transforming companies
have seen marked improvement in
customer sa1sfac1on and
engagement levels vs. 22% of
peers.
Source: SAP, 2018

Transforma)on Stat #186– Digital Experience = Customer Experience:
Time Spent in Digital per Day:
2010 -‐ 60 Minutes per day
2020 -‐ 274 Minutes per day
Source: Zenith, 2018

Transforma)on Stat #187– Mobile Experience = Customer Experience:
Time on mobile/smartphones will
exceed TV by 2019.
Source: eMarketer, 2018

Transforma)on Stat #188 -‐ Engagement Now:
53% of people will leave if it takes
3+ seconds for a website to load.
Source: Amazon, 2018

Transforma)on Stat #189 – Tech Making Customers in the Driver’s Seat:
The customer technologies that
will aﬀect organiza1ons the most
over the next 3 years:
#1 Big Data/AI/Predic1ve Analy1cs
#2 Automa1on/Chatbots/Virtual Agents
#3 Customer Journey Mapping & Personaliza1on
#4 Visual & Voice Search & Recogni1on
#5 Mobile – Real-‐1me , Always Connected (4G/5G)
Source: Wikibrands Customer Zeitgeist Study, 2018

Transforma)on Stat #190– Two Customer Tribes :
Customer-‐facing ac1vity should
be more:
Data-‐driven 52%
Human 48%

Transforma)on Stat #191– To The Grassroots :
be more:
Local 61%
Centralized 39%

Transforma)on Stat #192– Two Customer Tribes :
be more:
Insourced 71%
Outsourced 29%

Transforma)on Stat #193 -‐ Customer Experience –Who is Guiding This?:
Only
50%
of
CMOs
believe
they
are

leading
customer
experience

strategy.

Source: CMO Council, 2018

Transforma)on Stat #194 -‐ Customer Experience Planning:
63%
of
organizaIons
plan
to

improve
their
online
customer

experience
this
year.

Source: Accenture, 2017

Transforma)on Stat #195 -‐ Customer In)macy:
88%
of
business
leaders
know
they

need
to
get
closer
to
the
customer.

Source: McKinsey, 2017

Transforma)on Stat #196 -‐ Customer Needs Assessment:
71% are ﬁnding it challenging to
assess customer needs
con1nuously.
Source: Wikibrand’s Customer Zeitgeist, 2018

Transforma)on Stat #197 -‐ Customer Planning:
79%
of
companies
have
not
mapped

out
the
customer
journey
and
digital

touchpoints.

Source: Al1meter, 2017

Transforma)on Stat #198 -‐ Customer Experience Success Factors:
“Internal
Talent”
and
“Customer

Experience
Strategy”
are
the
most

important
success
factors
for

customer
experience
mastery.

Source: HBR, 2017

Transforma)on Stat #199 -‐ Customer Experience Importance:
The
most
exciIng
element
of
digital

transformaIon
is
opImizing
the

customer
experience.

Source: econsultancy, 2017

Transforma)on Stat #200 -‐ Digital Customer Service:
66%
of
people/customers
will
avoid

live
confrontaIon
where
possible,

50%
believe
they
can
beWer
express

themselves
online.

Source: Trust Pilot, 2017

Transforma)on Stat #201 -‐ Customer Experience Priority:
89%
of
companies
expect
to

compete
mostly
on
the
basis
of

customer
experience,
versus
36%

four
years
ago.

Source: Gartner, 2017

Transforma)on Stat #202 -‐ Customer Experience Away from a Screen :
Image
and
voice-‐acIvated
searches

may
make
up
50%
of
all
searches
by

2020.

Source: Absolunet, 2018

Transforma)on Stat #203 -‐ Customer Experience Life or Death:
75%
of
CMOs
believe
their
jobs
are

on
the
line
if
customer
experience

strategies
are
unsuccessful;
50%

believe
theirs
is
not
very
good
or

terrible.

Tap into wikibrand’s freshest insights
from their global customer zeitgeist study

12 Business Transformation Facets1  Overall Business Transforma1on & Impera1ves

11. Brand & Content
Transformation
WIKIBRANDS The BRAND Transformation Experts

Transforma)on Stat #204 –Brand in Peril?:
Fewer than 1 in 10 brands grew
brand equity between 2014 and
2017.

Source: Millward Brown, Brand Z, 2018
#brandtransformation

Transforma)on Stat #205 -‐ Brand Intangibles Valua)on:
In our current connected age,
84% of a company is made up of
intangible assets (essen1ally the
brand), it was only 17% in 1975.
Source: S&P 500, 1975-‐2015

Transforma)on Stat #206 -‐ Waning Brand Loyalty:
94% of categories have had huge
swings in brand loyalty ra1ngs
over the last year with 57% of
categories experiencing a change
in loyalty leadership.
Source: Brand Keys’ Customer Loyalty Engagement Index , 2018

Transforma)on Stat #207 –The Brands of The Future:
The most eﬀec1ve customer-‐
driven organiza1ons and brands in
the future will be:
#1 Smarter & Data-‐driven
#2 Authen1c & Human
#3 Personalized & Customized
#4 Experien1al & Service-‐Driven
#5 Trusted & Secure
#6 Faster & Responsive

Source: Wikibrands’ Customer Zeitgeist Study, 2018

Transforma)on Stat #208 – Pay to Play:
The marke1ng func1on will be
more integral to the organiza1on
in the future than it is now :
-‐ 77% strongly agree/agree/

Transforma)on Stat #209 –Customer Leaders of The Future:
In the future, an eﬀec1ve
customer-‐facing leader will need
to have a strong understanding
and command of:
#1 Change Management & Transforma1on Skills
#2 Voice of/Insight for the Customer
#3 Brand-‐building & Storytelling Skills
#4 Data & Analy1cal Capability


Transforma)on Stat #210 -‐ Diﬀeren)a)on:
Only 5% of organiza1ons believe
they have mastered digital to the
point of diﬀeren1a1on from
compe1tors.
Source: Digital Vortex/Fujitsu, 2017

Transforma)on Stat #211 – Picking the Brand Winners:
The biggest customer-‐driven
brands over the next 5 years
#1 Amazon
#2 Alphabet/Google
#3 Alibaba
#4 Tesla
#5 Ne|lix

Transforma)on Stat #212 –On-‐demand TV 4.0:
In 10 years, Scheduled,
programmed TV will be Ex1nct in
favour of On-‐Demand –
67% strongly agree/agree.

Source: Wikibrands’ Digital Periscope Study, 2018

Transforma)on Stat #213 -‐ Personaliza)on:
Google searches and rate of
growth for 2015-‐2017:
“For Me” +60%
“Should I ___?” +60%
___ Near Me” +900%.
Source: Google Searches

Transforma)on Stat #214 – Content is Flee)ng:
The average lifespan of tweet is
16 minutes and the average
Facebook post has less than 3
hours of asen1on power.

Source: Wikibrands’, 2018

Transforma)on Stat #215 -‐ Digital Brand Acen)on:
Asen1on span in digital is 8
seconds, down from 12 seconds
in early ‘00s and now less than a
goldﬁsh .
Source: Microso€, 2000-‐2015

Transforma)on Stat #216 -‐ The Content Trust Gap:
It
takes
50
milliseconds
for
users
to

form
an
opinion
about
your
website.

Then,
users
spend
an
average
of
5.94

seconds
on
a
website’s
main
image

and
5.59
seconds

looking
at
a

website’s
wriWen
content.

Source: 2018 SWEOR

Transforma)on Stat #217 –The Arc of Facebook:
In 5 years, Facebook will s1ll be
the world’s biggest social
network–
50% strongly disagree/disagree.


Transforma)on Stat #218 –Connec)ons Megaphone:
The average person’s amount of:
Facebook friends -‐ 155
Twiser followers -‐ 707
Linkedin connec1ons -‐ 400
Instagram followers -‐ 150.
Source: The Telegraph, DMR, 2017

Transforma)on Stat #219 -‐ The Next Social Fron)er:
The
next
evoluIon
of
social

networks/social
media
will
be
based

on:

#1
VR/360
degree
immersion

#2
AI-‐based
personalizaIon

#3
Augmented
reality/.games

#4
Live
streaming/live
events
video

#5
Niche
interests/hobbies


Transforma)on Stat #220 – Pay to Play:
Earned/Organic Media & PR is
becoming more diﬃcult to get
results:
-‐ 61% strongly agree/agree

Transforma)on Stat #221 -‐ Brand Digital Content Engagement:
Marketers
who
prioriIze
blogging

are
13x
more
likely
to
achieve
a

posiIve
ROI
on
their
eﬀorts.
Source: Hubspot, 2017

Transforma)on Stat #222 – Overcoming acen)on deﬁcit:
Augmented reality delivers 90%
more visual asen1on than
pictures (and 45% more than TV)
and 70% more memory encoding.
Source: Neuro-‐insight/Mindshare UK, 2018

Transforma)on Stat #223 -‐ Marke)ng Inﬂuence:
Two-‐thirds of CMOs recognize
the need to infuse a digital focus
across the organiza1on, only 7%
believe they are succeeding.
Source: Accenture. 2017

Transforma)on Stat #224 – Pace of Brand Change:
Two-‐thirds of CMOs ﬁnd it
diﬃcult to keep up with the pace
of technology and marketplace
change.

Source: Forrester, 2017

Transforma)on Stat #225 – Taking a Stand?:
Brands should take a stand in this
poli1cally-‐charged climate:
41% strongly agree/agree
32% strongly disagree/disagree

Transforma)on Stat #226 -‐ Digital Brand Storytelling:
88% of today’s customers believe
brands should tell stories not sell
beneﬁts and features.
Source: Wikibrands, 2018 Digital Transforma1on Playbook

Transforma)on Stat #227 -‐ Digital Clucer:
Digital content output per brand
is up 35%, however average
engagement is down 16%.
Source: Track Maven, 2017

Transforma)on Stat #228 -‐ The People Trust Gap:
Global
Trust
in
the
following
people

by
the
general
populaIon:

62%
Tech./Academic
expert

53%
NGOs

52%
Business

43%
Government

43%
Media

Source: 2018 Edelman Trust Barometer

Transforma)on Stat #229 -‐ The Content Trust Gap:
Global
Trust
in
the
following
content

by
the
general
populaIon:

71%
Friends
and
Family

66%
People
Like
Me

60%
Companies
That
I
Use

39%
Company
CEO

31%
Companies
I
Don’t
Use

27%
CelebriIes

Source: Edelman Trust Barometer, 2018

Transforma)on Stat #230-‐ The Company Trust Gap:
The types of en11es people trust:
Local Business 93%
Small Brands 90%
Their Community 82%
Big Brands 65%
. Corporate America 41%
Their Government 36%
Source: Gartner, 2018

Transforma)on Stat #231 – In Neflix We Trust:
80%
of
watched
content
on
Neilix
is

based
on
algorithmic

recommendaIon.

Source: Ne|lix, 2017

Transforma)on Stat #232 -‐ Digital Brand Resistance:
31% of people are using digital ad
blocking so€ware on their
laptops, 20% on their phones.
Source: Deloise, 2018

Transforma)on Stat #233 Brand Spending Benchmarks:
Marke1ng budget is 11.1% of a
ﬁrm’s budget and 7.9% of a ﬁrm’s
revenues;
Social media 12% of marke1ng budget
Mobile 7% of marke1ng budget
Marke1ng analy1cs 6% of marke1ng budget.
Source: Deloise, 2018

Transforma)on Stat #234 – Digital Marke)ng Focus:
What’s the most exci1ng
opportunity for your brand
organiza1on:
①  Op1mizing the Customer Experience
②  Data-‐driven marke1ng focused on the individual
③  Crea1ng compelling content for digital experiences
④  Using marke1ng automa1on for eﬃciency/yield
⑤  Video to increase brand engagement

Source: Adobe, 2018

Transforma)on Stat #235-‐ Digital Marke)ng 2019 Investment:
Digital marke1ng ini1a1ves
currently believed to have the
biggest impact:
①  Content Marke1ng
②  AI & Machine Learning
③  Big Data
④  Social Media Marke1ng
⑤  Marke1ng Automa1on

Source: Sta1sta, 2018
For the last decade, the benchmark for customer experience -
wIKIBRANDS

12 Business Transformation Facets
1  Overall Business Transforma1on & Impera1ves
12. Channel & COMMERCE
TRANSFORMATION
WIKIBRANDS The CHANNEL Transformation Experts

Transforma)on Stat #236 -‐ Open, Smarter & Marketplace-‐Driven Fast Companies:
The
most
eﬀecIve
digital
&

technology
companies
of
the
future

will
be:

#1
CollaboraIve
&
open

#2
Smarter
&
data-‐driven

#3
Customer-‐driven/market-‐savvy

Source: Wikibrands Digital Periscope Study, 2018
#CHANNELtransformation

Transforma)on Stat #237 -‐ Customer-‐facing Objec)ves
Top
objecIves
of
customer-‐
facing
acIviIes:

#1
Increase
customer
retenIon/loyalty/lifeIme

value

#2
Acquire
new
customers/leads/members

#3
Gain
customer
insight

#4
Increase
revenue


Transforma)on Stat #238 -‐ Customer-‐facing External Hurdles:
Top
customer-‐facing
EXTERNAL

hurdles
in
the
near
future:

#1
Rising
Customer
ExpectaIons/Empowerment

#2
Declining
Customer
Time,
AWenIon
&
Trust

#3
MulIple
and
Expanding
Customer
Touchpoints

#4
DisrupIve
Threats
from
Outside
Industry


Transforma)on Stat #239 -‐ Customer Internal Obstacles:
Top
customer
INTERNAL

obstacles
in
the
near
future:

#1
Strategic/Leadership
Mis-‐Alignment

#2
Talent
&
Skills
Shortage

#3
CompeIng
PrioriIes

#4
Lack
of
IntegraIon/Silos


Transforma)on Stat #240 -‐ Customer Departmental Fusion:
“MarkeIng,
Sales
&
Customer

Service
are
StarIng
to
Blend

Together”

85%
strongly
agree/agree


Transforma)on Stat #241 -‐ Customer Ad Spending Metrics:
The
lead
customer
ad
spending

metrics
are:

Customer
LifeIme
Value
27%

Impressions/Web
Traﬃc
19%

Brand
RecogniIon/Lim
18%

Closed/Won
Business
15%

Lack
Click
AWribuIon
13%

Source: KPCB, 2018

Transforma)on Stat #242 -‐ eCommerce::
Percentage
of
sales
that
are

eCommerce
–
12.8%.

Breakdown
by
type
of
company:

B2B
product
8%

B2B
service
12%

B2C
product
18%

B2C
service
19%

Source: CMO.com, 2018

Transforma)on Stat #243 -‐ eCommerce::
82%
of
mobile
users
search
for
a

local
business
and
18%
of
local

searches
lead
to
a
sale
in
24
hours.

Source: Absolunet, 2018

Transforma)on Stat #244 -‐ Growth in a Box:
68%
of
markeIng
leaders
expect
to

drive
and
opImize
growth
through

customer
acquisiIon,
only
9%

expect
to
do
it
by
introducing
new

engagement
or
distribuIon

channels.


Transforma)on Stat #245 -‐ Omnichannel:
8
out
of
10
customers
use
their

smartphones
while
shopping
as
in-‐
store
shopping
assistants.

Source: Salsify, 2017

Transforma)on Stat #246 -‐ B2B Mimic B2C:
80%
of
companies
implemenIng

B2B
ecommerce
believe
customer

expectaIons
have
changed
due
to

B2C
pracIces.

Source: BCG, 2017
WIKIBRANDS - THE B2C and B2B CHANNEL SHERPAS

ALSO VISIT OUR FIVE OTHER 2019 EDITIONS
VISIT Wiki-brands.com, become a futureproofer or track OUR other editions
III- OPERATIONS/TECH
IV- CULTURE/TALENT VI- INNOVATION/FORESIGHT
I - OVERALL II- LEADERSHIP/STRATEGY

www.WIKI-BRANDS.COM
We accelerate your business transformation, advance
your digital maturity and anticipate better futures.
@wikibrands

The 300 Essential Stats on Business & Digital Transformation You Need to Know: Part V - Customer Edition (Wikibrands 2019 version)

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The 300 Essential Stats on Business & Digital Transformation You Need to Know: Part V - Customer Edition (Wikibrands 2019 version)