Sitel Group® Releases Biennial CX Study Examining Global Consumer Expectations

Sitel Group®, one of the largest global providers of customer experience (CX) products and solutions, released its CX study “Sitel Group CX Landscape 2022: Evolution or Revolution?”, which examines the expectations of consumers amid a rapidly shifting industry landscape and uncertain economy.

The data was compiled from the results of a survey completed by over 6,000 consumers equally split across six territories: the U.S., Brazil, the U.K., France, Germany and Spain.

The results disclose an apparent disconnect between customer expectations and CX delivery when it comes to the provision of self-service or automated channels, revealing a sense that sliding industry performance for all-around CX quality could be stretching consumers’ patience.

Findings from the report uncovered that companies are still failing to meet consumers’ expectations. In fact, 50% of the consumers surveyed revealed that they have stopped doing business with a brand in the last 12 months due to a negative customer experience. Additionally, 78% of consumers shared that they are ready to walk away from an organization following a single poor customer experience, which was true for customers across all territories surveyed.

“While society has dramatically changed over the past two years, this study shows that customer experience is still the measure of success for consumers across the globe,” says Martin Wilkinson-Brown, CMO of Sitel Group. “Now, more than ever, the meaningful connections that brands are able to make with their customers remain at the heart of their ability to stay competitive and adapt to our increasingly digital world.”

Additional findings of the report include:

  • 17% of all respondents (including 30% of 18-24-year-olds) agree that having a strong social media presence is an attribute that demonstrates an organization is focused on delivering a positive customer experience.
  • Two-fifths of all consumers and half of 25-to-44-year-olds have posted to social media or to a review aggregation site following a disappointing customer experience.
  • An organization’s culture and stance on environmental and social issues are growing drivers of loyalty, as one-in-five 18-24-year-olds would be prepared to end their relationship with a brand if it demonstrated a lack of commitment to social or environmental causes.
  • Customers want recognition but need reassurance around their data – less than 40% of all respondents who want personalization will provide an organization with the data to deliver on that expectation.

“In a highly competitive and uncertain economy, understanding your customer is paramount. While it is important that we uphold the standards for corporate social responsibilities, it is clear that the sales process and customer ambassadorship is built on the core principles of a positive customer experience and wanting value for their dollar,” added Wilkinson-Brown.

To learn more about the report or to read it in its entirety, visit

About Sitel Group®

As one of the largest global providers of customer experience (CX) products and solutions, Sitel Group® empowers brands to build stronger relationships with their customers by creating meaningful connections that boost brand value. Inspired by each brand’s unique vision and goals, we ask “what if?” applying our expertise to create innovative solutions that reduce customer effort.

With 160,000 people around the globe – working from home or from one of our CX hubs – we securely connect best-loved brands with their customers over 8 million times every day in 50+ languages. Whether digital or voice-based, our solutions deliver a competitive edge across all customer touchpoints. Our award-winning culture is built on 40+ years of industry-leading experience and commitment to improving the employee experience.

EXP+™ from Sitel Group is a flexible solution with complete cloud capability, designed to simplify the delivery of end-to-end CX services, while boosting efficiency, effectiveness and customer satisfaction. EXP+ creates a robust ecosystem by harnessing the power of five connected product families.

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