Customer experience in 2024: trends and leaders.

In the context of fierce competition in the global market, customer experience (CX) has evolved from being merely an added value to a crucial success factor for businesses. Various sectors and regions are increasingly focusing on a customer-centric approach, recognizing that a positive CX not only enhances customer loyalty but also boosts long-term profitability.

Research data from markets in Asia and Europe indicate that customers prioritize factors such as service speed, product quality, and staff competence when assessing satisfaction across different industries—from supermarkets to financial services. Furthermore, sectors like entertainment, postal services, and marketplaces have significantly improved their service quality. Conversely, the telecommunications sector and government institutions have shown a decline in service quality.

Survey findings reveal that supermarkets are the most favored retail sector, with the percentage of consumers shopping there ranging from 72% to 86%.

In addition to supermarkets, significant attention is given to sectors such as postal and courier services, telecommunications, and clothing and footwear stores. Amid the rapid growth of e-commerce and the increase in online orders, postal and courier services have become an integral part of daily life, ranking second in popularity in most countries.

In the telecommunications sector, which is utilized by 67% to 75% of consumers, the importance of constant connectivity and internet access stands out. Clothing and footwear stores also remain popular among consumers, particularly in Kazakhstan (71%) and Romania (74%), where they rank among the top three most popular services, indicating high demand for retail products.

These results underscore the essential role of these sectors in consumers' daily lives. For businesses, it signals the need to continually enhance service quality in these industries to maintain customer loyalty.

The research identified several sectors that have demonstrated significant improvements in customer service quality over the past year. The most considerable progress has been observed in areas such as postal and courier services, the entertainment industry, and marketplaces, reflecting their adaptation to the changing needs and expectations of consumers.

For instance, in Ukraine and Romania, postal and courier services have emerged as leaders in improvement due to the growing demand for fast and reliable delivery amid the active development of e-commerce. In Georgia and Kazakhstan, notable enhancements have been recorded in the entertainment industry, where service speed, variety of offerings, and staff friendliness have increased. Marketplaces, particularly in Azerbaijan, have also significantly improved their service levels by offering a wider range of products, flexible payment options, and better delivery conditions.

This trend highlights how quickly businesses adapt to new consumer demands, striving to enhance service speed, employee competence, and user convenience. Such changes assist companies not only in increasing customer satisfaction levels but also in maintaining their competitiveness in the long run.

Among the factors positively influencing customer experience this year, beyond the obvious aspects like price and product/service quality, staff friendliness and competence stand out.

In Kazakhstan, the key factors for customer satisfaction have become the friendliness and politeness of staff in the entertainment sector (64%) and in electronics and home appliance stores (61%). These indicators proved to be more significant than product assortment variety, payment methods, and the quality of products and staff competence. Marketplace consumers primarily valued service quality diversity (52%), pricing flexibility (50%), and service speed (48%).

The survey also identified champions in various countries whose customer-centric approaches set the standard in the market.

The research also highlighted key industries where the service level does not meet consumer expectations. These include mobile communications, government services, transportation, education, and healthcare institutions.

In all surveyed countries except Georgia, consumers of government services expressed dissatisfaction. While in Kazakhstan, the competence, friendliness, and politeness of public servants were rated above average, only half of the respondents were satisfied with the quality of services. The most significant dissatisfaction arose from healthcare services across all countries. While Ukrainian consumers noted gaps in the transportation sector, Romanians are calling for changes in education. Georgian customers have concerns regarding the performance of postal and courier services.

Industries with low customer satisfaction levels, 2024

Azerbaijani consumers are dissatisfied with mobile operator services, similar to users in Kazakhstan. In this regard, Kazakh consumers express dissatisfaction with service costs (87%), connection quality (76%), and service speed (66%). A similar pattern is observed in the transportation sector, where passengers are dissatisfied with service costs (61%), service quality (56%), and service speed (39%).