Tuesday, December 06, 2022

7 Characteristics of the Modern Customer

Samantha Hausler
September 27, 2017

[rt_reading_time label=" " postfix="minute read"]

The rising popularity of customer experience (CX) is parallel with the rise of consumer empowerment. Customers are now in control of when, where, and how they want to interact with a brand – and, brands don’t have many opportunities to get it right. Here are 7 characteristics of modern customers that affect their perceptions of customer experience.

7 Characteristics of the Modern Customer Infographic

  1. Customers reign supreme. They control the experience they want; they research, explore, and share.
  2. Customers are ALWAYS connected. 24 hours a day, 7 days a week, on any internet-enabled device. 77% of Americans own a smartphone today, compared to 35% in 2011 (pewinternet.org)
  3. Customers expect personal interactions. 87% of customers believe brands could deliver more consistent experiences (visioncritical.com)
  4. Customers compare, and compare, and compare. They look at products they’re interested in across multiple channels and devices, and it’s likely any brand-owned channels are the last place they look.
  5. Customers trust word-of-mouth over brands. 70% of consumers trust online recommendations more than brand statements (Forrester.com)
  6. Customers think in terms of “I want it now.” They expect to be able to get everything right away. 64% of customers expect real-time service regardless of the channel they use (v12data.com)
  7. Customers are highly opinionated. They’re ready to talk to anyone about a good or bad experience. Customers are 3x more likely to recommend a brand after they’ve had a positive interaction with them (hbr.org)


Learn more about the trends and technology affecting the modern consumer in 3 Areas of Customer Experience to Invest In Right Now.

Samantha Hausler
Samantha Hausler is a bit obsessed over digital tech trends, coffee, travel, brunch, and reality TV. Samantha is a Marketing Strategist for Oracle CX with over 9 years of experience in the industry.
SmarterCX.com by Oracle is the destination for professionals who are building the next generation of customer experience. Here, you can find breaking news, in-depth analyses, expert insights, and useful tools that will empower you to think and work progressively.