What do 85% of customers want from technology? Issues that marketers need to understand become clear

In recent years, many companies and customers have placed an emphasis on customer experience (CX).

Companies are currently working to improve the various experiences that customers have when interacting with services and products. However, it cannot be said that they are still fully meeting customer expectations.

Based on the true opinions of consumers and marketers revealed through a global survey of “customer experience,” we will analyze and explain the detailed results and the direction of marketing in the new normal era.

Reference source:

Acquia releases original research report on customer experience (CX)

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Announces customer experience (CX) report. The importance of marketing to accelerate digital transformation is revealed

The challenge for companies is “customer experience”

The coronavirus pandemic is having a major impact on the values of companies and customers around the world.

As digitalization progresses rapidly in various industries, what methods will companies use to communicate with customers and develop customer experiences that make full use of technology? This is an issue not only in Japan but also in companies around the world.

According to the results of a global survey of both consumers and marketers regarding “customer experience,” 90% of consumers answered that they “still haven’t had the customer experience they expected.” More detailed survey results are summarized below.

Reference source: Acquia releases original research report on customer experience (CX) / Announces customer experience (CX) report. The importance of marketing to accelerate digital transformation is revealed

“Customer experience” survey results

Source:

Acquia releases original research report on customer experience (CX)

According to the results of a survey on “customer experience,” 90% of consumers answered “expectation of a convenient and attentive customer experience” as a key factor when choosing a brand during online interactions.

It also found that more than 80% of consumers want a technology-enabled customer experience online and want companies to improve their experience.

In other words, the “customer experience” that consumers now desire is for brands to deeply understand themselves online and immediately provide and suggest the products and optimal information they are looking for.

Consumers feel that personalization creates a personalized experience that increases brand loyalty.

It is also worth noting that 60% of consumers answered, “I don’t understand brands about the products and services I prefer,” and “I don’t make use of personal data regarding my needs.”

There will definitely be a disconnect between marketers and consumers, and it can be predicted that the cause of this is a lack of personalization.

However, it should be noted that nearly 80% of consumers feel that brands should not send unnecessary messages or advertisements based on collected personal data.

Many consumers are looking for technology, but that doesn’t mean automated services. This means that they are looking forward to “services with a human touch combined with technology.”

summary

It can be said that a highly convenient and personalized “customer experience” is essential for marketing in the new normal era. It is important to introduce appropriate and effective technologies that meet consumer expectations and improve customer satisfaction while respecting privacy.