Infographic: Any Way You Want It, That's the Way You Need It

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Steve Perry may not have been singing about customer experience in Journey's 1980s classic song, “Any Way You Want It, That's The Way You Need It,” but it's essential for marketers to keep this mantra in mind when thinking about the customer's overall journey.

According to the “Kentico Customer Experience Survey,” 28% of respondents cited word of mouth as the most influential factor in increasing or decreasing brand affinity, followed by company websites (25%), and in-store experiences (18%). But when it comes to social, it appears consumers are going their “Separate Ways,” as only 7% of respondents said social influences their brand affinity.

Social also fell short when it came to brand interaction; no respondents cited social networks as their preferred form of communication. Contrastingly, 48% of survey participants listed email as their communication channel of choice, followed by a few retro forms of communication, such as the phone (19%) and in-person (13%). But “Don't Stop Believin'” in the power of digital. According to the survey, 56% of respondents said that they are more likely to communicate or purchase from a brand via their computer, compared to 10% on a mobile device.

Customers are also willing to give a little to get a little. According to the survey, 69% of respondents said they would be willing to have their data collected in exchange for more personalized experiences. Additionally, 97% of respondents said they would forgive companies for poor service, if the company apologizes or attempts to correct the situation.

 

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