{"id":61066,"date":"2024-05-30T07:39:34","date_gmt":"2024-05-30T11:39:34","guid":{"rendered":"https:\/\/www.sogolytics.com\/blog\/?p=61066"},"modified":"2026-05-14T07:09:04","modified_gmt":"2026-05-14T11:09:04","slug":"sustainability-customer-experience","status":"publish","type":"post","link":"https:\/\/www.sogolytics.com\/blog\/sustainability-customer-experience\/","title":{"rendered":"Sustainability: The CX Frontier That You Need to Win Now"},"content":{"rendered":"

If you are a Gen Z-focused business, you already know that customer experience is the heart of your business. But even as you keep up with trends like hyper-personalization and seemingly instant delivery, we\u2019ve got news for you: The Great Customer Resignation can hit your business in the long term.<\/p>\n

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Convenience is great, but at the top of the Gen Z CX pyramid is trust. Despite great options and affordable prices, Gen Z customers are willing to quit doing business with companies that fall short on CX in this context. On the flip side, a recent Sogolytics study<\/a> showed that 33% of Gen Z consumers were willing to pay a premium for sustainable products.<\/p>\n

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Moving ahead, all organizations looking to grow must consider investment in sustainability as a key element of CX strategy.<\/p>\n

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Why sustainability matters in winning trust<\/h2>\n

Top CX-focused companies are making customers feel assured about making the right choices. As customers experience climate anxiety and ethical dilemmas around purchases, businesses are leaning in. They are fast committing to transparent and circular supply chains. The democratization of new tech such as NFT is making this happen faster than ever. Even service-led businesses are aligning their ops to positive climate action.<\/p>\n

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Most of these businesses may take a while to meet their goals all the way. But it is their concretized vision, clear progress, and authentic communication that\u2019s retaining customers — and investors<\/a>.<\/p>\n

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To build and retain trust, companies must stick to the goals that they share with their stakeholders, and for many organizations, sustainability is core to the conversation.<\/p>\n

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How to bring sustainability to the center of customer experience<\/h2>\n

Making sustainability the North Star for all your business decisions may not be easy. But it is definitely profitable<\/a>. In the context of CX, it\u2019s important to follow a roadmap. This way, you know both, your destination and the starting point. Do this:<\/p>\n

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Identify customer must-haves<\/strong>
\nFor instance, use an enterprise survey platform<\/a> to run a customer survey and learn whether sustainable packaging is what your customers value most. Or would they rather you make your offices solar-powered? This way, you are not trying to do it all at once.<\/p>\n

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Measure current customer sentiment<\/strong>
\nSpend a couple of minutes knowing what customers think of your current sustainability commitment<\/a>. This lets you know how fast you need to turn things around. It may also tell you what\u2019s working in your favor so far.<\/p>\n

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Know top customers’ perspectives<\/strong>
\nWe only get the answers we ask for! Don\u2019t stop at asking customers about sustainability and your business. Find out their thoughts and concerns around larger, local and global sustainability conversations. You might just stumble upon a cue for your next innovation.<\/p>\n

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How to collect actionable customer feedback<\/h2>\n

If you have relied on customer surveys and feedback in the past for critical business insights, we get your skepticism. The traditional approach to customer surveys can often give little. First, there is no telling how many customers may choose to participate. And second, you might not know what to make of the responses.<\/p>\n

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Here\u2019s where successful CX businesses are doing things differently. They are leveraging an end-to-end CX management ecosystem. It lets them design compelling survey<\/a>s that translate into rich insights. They also use automation to ask the right questions.<\/p>\n

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Additionally, ask questions that that center on the experiences of your customers, not your business. This is often the key to getting customers talking and a CX best practice. Here are some quick references:<\/p>\n

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Ask<\/strong>: Would you place carbon neutrality among your top sustainability concerns?
\nAvoid<\/strong>: Is our carbon footprint an active concern for you when buying from us?<\/p>\n

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Ask<\/strong>: Which is your favorite circular economy company (or even non-profit)?
\nAvoid<\/strong>: How would you rate our waste management practices?<\/p>\n

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Ask<\/strong>: Which is the most cherished NFT-authenticated product you\u2019ve purchased so far?
\nAvoid<\/strong>: How do you rate our supply chain transparency on a scale of 1 to 10<\/p>\n

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Survey says…<\/div>\n
Get insights from our sustainability study!<\/div>\n<\/div>\n
Learn More<\/a><\/div>\n<\/div>\n<\/div>\n
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Strengthening CX from a sustainability standpoint<\/h2>\n

Relentless engagement is key to unlocking enhanced customer lifecycle value. Right now, only about 9% of companies<\/a> use green terms in regular customer conversations. Why does this matter? Because the customer\u2019s memory is short-lived.<\/p>\n

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But also because the customer doesn\u2019t want you to tick mark a set of sustainability metrics. They want you to keep pushing the benchmarks across multiple aspects \u2013 carbon neutrality, clean energy, end-to-end supply chain traceability, bio-fiber packaging, and more. And they want to know about it in great detail.<\/p>\n

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This demands that you…<\/p>\n

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