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50 visitor experience statistics to drive global impact, improve consumer perception and enhance business growth

50 visitor experience statistics to drive global impact, improve consumer perception and enhance business growth Photo

VISITOR EXPERIENCE—Whether you are managing the visitor experience for a museum, a sports arena, an office or even a production facility there is no getting around the fact that visitor experience is massively important. In fact, more than 80% of buyers say that experience is more important than the product they are purchasing.

To give you an overview of the current state of the field of visitor management and visitor experience we’ve put together a comprehensive report on visitor experience which includes more than 50 statistics on how visitor experience helps drive global impact, improve consumer perception and enhance business growth.

Visitor experience statistics that drive global impact

What is visitor experience?

Visitor experiences involves creating engaging and meaningful interactions for individuals who visit a particular place, such as a museum, theme park, exhibition or even a company site.

Download the 2024 visitor experience report

What visitors want

  1. 88% of buyers say experience matters as much as a company's products or services (Salesforce)
  2. 75% of consumers expect a consistent experience across every channel they choose to engage (Salesforce)
  3. 67% of customers prefer self-service over speaking to a company representative (Zendesk)
  4. 86% of buyers are willing to pay more for a great experience (PWC)
  5. Customers are shown to spend up to 140% more after a positive experience (Deloitte)
  6. 42% would pay more for a friendly, welcoming experience (PWC)
  7. Only 49% of U.S. consumers say companies provide a good customer experience today (PWC)
  8. 76% of customers expect consistent interactions across departments when they communicate with a company (Salesforce)
  9. 39% of consumers have less patience today than they did before the pandemic (Netomi)
  10. 61% of consumers feel that most of the companies they do business with treat them as a number (Salesforce)
  11. 75% of customers forgave a company's mistakes after receiving great customer service (Salesforce)
  12. More than 70% of consumers believe that companies should collaborate on their behalf so they don’t have to repeat information to different representatives (Zendesk)
  13. 59% of customers believe that companies need to provide cutting-edge digital experiences to keep their business (Salesforce)
  14. 24% of consumers keep doing business with vendors for two or more years after a positive encounter (Zendesk)
  15. 57% of customers prefer to engage companies through digital channels (Salesforce)
  16. Nearly 90% of customers would switch to a different company if it would guarantee a better experience (Hyken)
Visitor experience matters as much as product

Personalized experiences

  1. 63% of customers expect personalized engagement as a standard of service (PWC)
  2. 77% of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience (ET Brand Equity)
  3. 73% of customers expect companies to understand their unique needs and expectations (Salesforce)
  4. 50% of customers are willing to share personal information so they can receive a more personalized experience (Forbes)
  5. 85% percent of companies feel they provide personalized experiences (Segment)
  6. 60% of customers believe companies provide personalized experiences (Segment)
  7. Personalization can results in a 10 to 15% increase in revenue (McKinsey)
  8. 77% of consumers are willing to share their email address for personalized experiences and additional incentives (Statistia)
  9. 71% of customers feel some level of frustration when experiences are not personalized (Segment)
  10. Companies that thrive at personalization earn 40% more money from these activities than the average competitor (McKinsey)
6 in 10 expect a personalized visitor experience


  1. 3.846% of customers will complain after a bad experience (SuperOffice)
  2. 32% of customers say they will walk away from a brand they love after only one unpleasant encounter (PWC)
  3. 86% of consumers would leave a brand after as few as two poor experiences (Emplifi)
  4. 89% of consumers have switched to a competing brand after a poor experience (Gartner)
  5. 75% of consumers say a bad interaction with a business can ruin their day (Zendesk)
  6. 13% of unhappy customers will share their bad experience with 15 or more people (Esteban Kolsky)
  7. 20% of consumers will forgive a bad experience with a company that has poor service, while 80% will forgive a bad experience with a company that has “very good” service (Qualtrics XM Institute)
  8. A customer is 4x more likely to switch to a competitor if the problem they're having is service-based (Bain & Company)
  9. Nearly 60% of customers feel that long holds and wait times are the most frustrating parts of a service experience (Zendesk)
  10. 27% of Americans report that ineffective service is their number one customer service frustration (Statistia)
only 1 in 26 will complain about a bad visitor experience

Security, privacy & Business Growth

  1. 87% of customers stated they would not do business with an organization if they were concerned about its security policies (McKinsey)
  2. 81% of consumers agreed that the way an organization treats their data is indicative of how it views and respects its customers (Cisco)
  3. 37% of users have terminated relationships with companies over data privacy issues (Cisco)
  4. 84% of users are more loyal to companies with strong security controls (Salesforce)
  5. 25% of users have inquired about the data companies have stored about them, and 17% have requested that the data be changed or deleted (Cisco)
  6. 81% of consumers require trust in a company before purchasing from them (Linearity)
9 in 10 will not do business if they worry about security policies

What companies focus on

  1. 89% of businesses will compete mainly on customer experience (Gartner)
  2. 44.5% of organizations globally consider experience a primary competitive differentiator (Statistia)
  3. 48% of businesses admitted that the experience they offer is below or significantly below the expectations of their customers (Martech Alliance)
  4. 90% of CEOs believe the customer has the most significant impact on their business (PWC)
  5. 81% of businesses prioritize experience over other factors (Zendesk)
  6. 72% of leaders believe merging teams and responsibilities around the customer experience will increase operational efficiencies (Zendesk)
  7. 44% of companies plan on increasing their investments in experience in the coming year (SuperOffice)
  8. 45.9% of businesses say that the experience of their customers is their number one priority over the next five years, beating pricing strategies and products for the third time in a row (SuperOffice)
9 in 10 compete on customer experience

How are top performing companies responding to these visitor experience trends?

1. They are enabling self-service for things like registration

With 67% of customers preferring self-service options over speaking to a company representative it is no surprise that companies are investing heavily in self-service options for their customers, and when it comes to visitor management and visitor experience, those options usually come in the form of check-in kiosks, QR registration and similar solutions that lets visitors avoid waiting around for a receptionist to register their arrival.

2. They are integrating compliance, security and operations processes with their visitor management systems

Considering the fact that automation could increase global productivity by as much as 1.4% annually and that consumers expect companies to collaborate internally on their behalf so they don’t have to repeat information to different representatives, it makes perfect sense that companies are looking to automate and integrate data entry and documentation processes related to their visitor management systems.

3. They focus on security throughout the visitor journey

In a survey conducted by McKinsey 87% of customers stated they would not do business with an organization if they were concerned about its security policies. So, it is with good reason that companies are ramping up their focus on security, especially in a world where everyone from customers and contractors to employees can be considered a visitor.

And while the statistics for mass shootings in the workplace are horrifying, there are equally real security risks tied to things like corporate espionage.

Download the 2024 visitor experience report

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