8×8, Inc. (NYSE:EGHT), a leading cloud
provider of voice, video, chat and contact center solutions for one
million users worldwide, today announced the findings of its latest
survey which explores the relationship between consumers and small
businesses and the impact on customer experiences. Polling 1,000
consumers in the United States ages 18 and above, the survey found small
businesses are still competitive in the digital economy, with over half
(53 percent) reporting they patron small businesses at least several
times a month, if not more. The findings were released to time with the
United States National Small Business Week, May 5-11, 2019.
Key findings of the survey include:
Small businesses are more likely to deliver positive customer
experiences than their larger counterparts. When compared, 71
percent of consumers said they have a better experience when engaging
with a small business versus large organizations. Furthermore, 80
percent would rate their experiences with small businesses overall as
“good” or “very good.” Small businesses are also more likely to
deliver on personalization, with only 30 percent of consumers polled
stating they haven’t received the responsiveness or personalization
Experience continues to outweigh cost as a key differentiator.
Consumers put a high premium on customer service, with 86 percent
stating they’re willing to pay more for better experiences. These
experiences are also more likely to have long-term benefits for small
businesses, with 57 percent of consumers stating they’re more likely
to leave a favorable review for a small business after a positive
experience, compared to a larger brand.
Small businesses are held to a different standard than large
brands. While consumers do think a personalized experience is
important (82 percent), personalization is not necessarily expected.
Nearly 60 percent of consumers polled don’t expect small businesses to
know their purchase history.
Digital natives value customer experience, but it isn’t a
deal-breaker. Nearly all millennials surveyed (94 percent) are
willing to pay more for better customer service. They are,
however, also the most tolerant of poor service, with the
highest number (61 percent) stating they would continue to shop at a
business after a poor experience compared to other generations.
“When it comes to customer experience, relationships are everything,”
said Samuel Wilson, Senior Vice President of Small Business and
eCommerce at 8×8. “The digital marketplace has equalized the playing
field, so standing out hinges on creating individual customer
relationships. It’s an area in which small businesses have historically
thrived. The greatest opportunity for small businesses, judging by the
results of our study, is turning that expectation around personalization
on its head. By leveraging data and analytics, tailoring every
touchpoint has never been easier – small businesses need to lean into
“The way we look at customer service is changing because our customers
themselves are changing,” said Steve Williams, President of Archoustics
West, the exclusive distributor of the LogiSon® Acoustic
Network sound masking system in Arizona, California, Hawaii, New Mexico
and Nevada. “They’re comfortable communicating across multiple channels,
so it’s mission critical that we collaborate in the channels they most
prefer. That accessibility can make all the difference in ensuring we’re
providing the best possible experience.”
To learn more about 8×8’s X Series and how it’s supporting small
businesses in delivering exceptional customer experiences, visit here.
This survey was commissioned by 8×8 and conducted through Dynata,
polling 1000 United States-based consumers. Dynata offers a global
footprint, providing B2B and B2C insights across more than 45 countries.
They offer a variety of sample sources, including panels, web intercept
samples and specialty lists to meet project requirements. Through their
“Total Research Quality” system, Dynata monitors the data through
various quality checks to ensure consistent precision. 510 males and 490
females ages 18 and older were polled for this survey, self identifying
employment status, estimated household income, education, ethnicity and
About 8×8, Inc.
8×8, Inc. (NYSE:EGHT) cloud solutions help businesses transform their
customer and employee experience. With one system of engagement for
voice, video, collaboration and contact center and one system of
intelligence on one technology platform, businesses can now communicate
faster and smarter to exceed the speed of customer expectations. For
additional information, visit www.8×8.com,
or follow 8×8 on LinkedIn,
Twitter, and Facebook.
8×8® and 8×8 X Series™ are trademarks of 8×8, Inc.