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Helping businesses measure experience.

Consumer experience expectations scores and insights. 

Great companies deliver great experiences. They view every interaction through the eyes of their customers. To anticipate customer needs. To ensure it’s personal and meaningful. To give them an edge and win over more customers. 

Great experiences are made by design. The key is knowing where to start. So we surveyed over 1,500 U.S. consumers to tell us what matters to them and whether businesses were meeting their expectations. From this, we created an Experience Index for you to evaluate experiences of your own and determine which are most important to your customers.

How we did it.

To begin, we built an online survey that made it easy for consumers to react to several positive and negative scenarios. These were a wide range of digital experiences across four major industries: retail, travel & hospitality, media & entertainment, and financial services. Once consumers told us their preferences and expectations, points were awarded for each response and weighted by how impactful a particular scenario was to the overall customer experience. Here’s a summary of the results.

Consumer experience expectations scores vary across the four tenets of experience. 

When we talked with consumers, several themes consistently came to light. Each one described the best ways people and brands connect. We call them the four tenets of experience business: know your customers, speak in one voice, make technology transparent, and delight your customers. 

In the survey, consumers told us whether they were amazed by an experience or if it met just minimum expectations in each of these areas. We then scored each tenet from 1 to 100. The gap between experience desired and experience delivered showed plenty of room for improvement.

Consumer experience expectations scores by tenet

Consumers of all ages agree on expectations and experiences.

Consumer expectations scores were comparable across all age groups. Still, we were able to glean specific differences.

Consumer experience expectations scores by tenet

In the future, personal service may not be expected to come from a person. 

All age groups prefer service to be personal, but a wide gap exists between Gen Z and Baby Boomers.

Generational responses

A more personalized experience makes for a more delighted consumer. 

In the eyes of the consumer, brands need to be up-front with them and reward their love.

Top three positive experiences
Bottom three negative experiences

Consumers are looking for information and easy ways to find to it.

Survey insight for retail, finance, travel & hospitality, and media & entertainment shows that access to content is the real king. Here’s how consumers rated industries.

How consumers rated industries

Make experience your business.

The path to becoming an experience business is defined by the strategies, tools, and insights you need to meet customer expectations. Brands who become Experience Makers will stop at nothing to put the customer first.

Data Source: Adobe Consumer Expectations Survey 2018 (U.S. only)