2020 was the year when the new coronavirus spread worldwide. How has customer experience (CX) changed compared to the previous year, 2019?
Acquia Japan LLC has released the “Customer Experience Trend Report – Japanese Version.”
This survey revealed the impact of the spread of the new coronavirus on:
- Frequency of contact with digital channels
- Online purchasing behavior
Furthermore, future challenges faced by companies in their digital shift were also revealed.
Reference source:
Customer experience (CX) trend report released based on a survey of 8,000 people from 8 countries around the world
45% use Amazon more than before; website is their most frequently used digital channel
The graph below shows the results of a survey on changes in online experiences with companies after the spread of the new coronavirus infection.
In Japan, the most common response was “I use Amazon more than before” at 41%. Globally, the top answer, 40%, said, “I now shop online more than before.”
Regarding the response that “I would rather purchase products online than face-to-face,” 19% of respondents in Japan answered that they would rather purchase products online than in person, which was higher than the global rate of 16%. However, on the other hand, 32% of respondents said their online experience with companies has not changed, compared to 25% globally.
The graph below shows the results of asking consumers about the digital channels they used more frequently in 2020 compared to 2019.
In Japan, the top choices were “website” (45%), “SNS” (35%), and “video streaming” (32%).
In the global results, “SNS” (45%), “Video streaming” (44%), “Email”, “Mobile video chat tool” (42%), and “Website” (41%) were at the top.
49% of companies have “diversified their digital channels”
In line with changes in consumer lifestyles, companies have been forced to rapidly advance their digital shift. The graph below shows the results of a survey on the marketing strategies companies have adopted to adapt to their communication with customers.
In Japan, the top responses were “diversified digital channels” (49%) and “attempted to integrate digital experiences across multiple channels (web, mobile, social, customer service, etc.)” (45%). .
Globally, the top answer was “created more content to engage customers” (48%).
Points of reflection and issues revealed in 2020
Below are the survey results regarding what companies reflected on and learned in 2020.
Reference source:
https://www.acquia.com/jp/blog/acquia-cx-trend-reports-japanese-edition
It was found that Japanese companies were having difficulty implementing solutions and communicating with customers.
Finally, the graph below shows the results of our investigation into the technology gaps that are holding us back from building better digital marketing campaigns.
In both the Japanese and global survey results, the most common answer was “data analysis or data scientist.” The next most common answer in Japan was “general lack of digital talent,” at 42%, much higher than the global figure of 33%.
Future challenges will likely include securing digital human resources with the necessary skills and knowledge, and introducing technology to fill the technical gap caused by the labor shortage.