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1、Consumer Trends ReportYour CX playbook for the year aheadIN PARTNERSHIP WITH2IntroductionAmid the buzz and excitement of AI,this years Consumer Trends study is a timely reminder to organizations to not lose sight of what matters most to their success creating genuine,human connections with customers
2、.The desire to connect and be understood is innate in every interaction whether its face-to-face with teammates,on the phone with agents in your contact center,or as consumers scroll through your website.Our 4th annual Consumer Trends Report,based on responses from more than 28,000 consumers across
3、26 countries,shows just how valuable those connections really are.But heres the catch understanding how to make those connections is getting harder.People are giving less feedback to the companies they buy from,leaving many organizations blind to customer friction.CX leaders must rise to the challen
4、ge,modernizing legacy listening programs that rely on surveys alone to meet customers where they are.Its these challenges where emerging technologies like AI offer the biggest opportunities.Whether its opening the aperture to new sources of customer data,unlocking intelligence by understanding the d
5、ata more deeply,or providing frontline teams with insights into the customers they serve,the potential for technology to enhance,not replace,human connection is incredible.As you place your bets in 2024 and beyond,I hope this years insights and advice from our team of experts shine a light on the ar
6、eas where you can have the greatest impact.Consumer expectations are at an all time high,and people are placing a premium on customer experiences that prioritize human connection.For organizations that can deliver seamless omnichannel experiences from their websites to their contact centers and ever
7、ything in between,its clear customers will reward them with their dollars and lasting loyalty.BRAD ANDERSON,QUALTRICS PRESIDENT OF PRODUCTS,USER EXPERIENCE,AND ENGINEERING3What we found411162228Trend 1/Human connection is the foundation of a winning AI strategyTrend 2/Great service beats low prices
8、in the battle for customer loyaltyTrend 3/Digital support is the weakest link in your customer journeyTrend 4/Consumers dont give feedback like they used to so companies must listen in new ways Methodology TREND 1Human connection is the foundation of a winning AI strategy5TREND 1Our research found t
9、hat consumers are still on the fence about AI driven by a primary concern that it will replace a human to connect with.That desire for human connection rings true in their channel preferences,too with most still preferring to interact with human channels over digital,especially for high-stakes tasks
10、 like resolving an issue with a bill,and switching to digital for simpler,transactional activities like checking an order status.OF CONSUMERS ARE COMFORTABLE INTERACTING WITH AN ORGANIZATIONS AI“Its not a case of the first movers winning,but the best movers winning.Companies that get AI right,that a
11、pply it in ways that make things easier and more personal for customers,will absolutely win.”BRANDON HANSON,QUALTRICS CONTACT CENTER PRACTICE LEADEROPINION620%40%60%80%100%SCHEDULE A MEDICALAPPOINTMENTRECEIVE ADVICE FROMA NURSE/DOCTORABOUT A MINOR ISSUEAPPLY FOR A NEWBANK ACCOUNTSELECT A NEWMOBILE P
12、HONE PLANGET STATUS ON ANORDER YOU MADEPURCHASEA NEW TVBOOK ANAIRLINE TICKETRESOLVE ANISSUE WITH A BILLGET TECHNICALSUPPORTHUMAN INTERACTIONDIGITAL INTERACTION39%61%19%81%40%60%41%59%54%46%35%65%62%38%27%73%29%71%So as organizations scramble to define their AI strategy,success will be defined by how
13、 well you know your customers.It starts with understanding when they want to talk to a human,when they dont,and then leveraging AI to seamlessly meet those preferences as they move through the journey.TREND 1HERES HOW CHANNEL PREFERENCES BREAK DOWN BY TASKCUSTOMERS STILL PREFER HUMAN-SERVICE CHANNEL
14、S OVER DIGITAL 62%38%DIGITAL INTERACTIONHUMAN INTERACTION7“While AI is a powerful tool,were seeing businesses still require a professional human touch to make truly innovative and effective work.We aim to help them balance this technology with the best of human ingenuity by pairing them with the rig
15、ht freelance experts.”MICHAL MILLER LEVI,FIVERR SENIOR DIRECTOR MARKET RESEARCH AND INSIGHTSTREND 18While AI will undoubtedly help you make simple,repeatable tasks more efficient something consumers welcome (73%are comfortable using AI to check an order status)an effective AI strategy is not simply
16、deploying more chatbots and automating tasks.Instead,look to the technology to empower your frontline teams with the tools,time,and insights to build stronger connections with your customers and make that a better experience,too.TREND 1CONSUMERS TOP 3 CONCERNS ABOUT AILACK OF A HUMAN TO CONNECT TOPO
17、OR QUALITY OF THE INTERACTIONSLOSS OF JOBS FOR EMPLOYEES%48%45%45“AI will enable humans to focus on being human.The challenge for organizations is identifying the tasks AI does well and the tasks it doesnt,so you focus AI on the right problems to solve.”MAX VENKER,QUALTRICS HEAD OF PRODUCT MARKETING
18、,DIGITALANALYSIS92024 GlobalConsumer TrendsFREE REPORT“Organizations must understand customer needs,preferences,and perceptions and then offer experiences that match expectations.That understanding will help you determine if that experience should be AI-enabled,human-enabled or humans supported by A
19、I in the background.”MOIRA DORSEY,QUALTRICS XM INSTITUTE PRINCIPAL XM CATALYSTADVICETREND 110“AI offers tremendous opportunities to organizations that implement it thoughtfully,but if customers detect a pure cost-saving attempt they will leave in droves.So AI interactions must build confidence trust
20、 from customers comes with consistency,accuracy and convenience.”LEONIE BROWN,QUALTRICS PRINCIPAL XM SCIENTIST,CXADVICETREND 1TREND 2Great service beats low prices in the battle for customer loyalty12WHATS DRIVING CONSUMER PURCHASES IN 2024PRODUCT/SERVICE QUALITY61%CUSTOMER SERVICE SUPPORT47%LOW PRI
21、CE43%EASY DIGITAL EXPERIENCE30%DOES GOOD THINGS FOR SOCIETY18%In 2024,despite predictions to the contrary,its not low price points driving consumer purchase decisions our research found organizations with a great reputation for customer experience are best positioned to win share of wallet,even in a
22、 down economy.Post-purchase experience is one of the biggest drivers of consumer purchase decisions in our study,customer service support ranks second only to product quality even above low prices.TREND 2“If you want great customer experience,you need to start by focusing on the needs of frontline e
23、mployees.Customer service interactions are where people have strong emotions,so they tend to be experiences they remember for a long time.”BRUCE TEMKIN,QUALTRICS HEAD OF QUALTRICS XM INSTITUTEANALYSIS13“The customer journey starts as youre returning from your last trip.I want you to be thinking abou
24、t what your next trip is going to be before youve left your last journey.The evidence shows,the better job we do on the current trip,the higher the likelihood that the customer is going to choose us again for the next trip.”TREND 2ED BASTIAN,CEO AT DELTA AIRLINES SPEAKING AT X4LEARN MORE14Despite it
25、s importance,only 38%of CX professionals said they were prioritizing training their customer service agents and frontline teams.1 As leaders face pressure to cut costs,its critical to protect customer service,otherwise you risk leaving revenue on the table.1 Qualtrics June/July 2023 study of CX prof
26、essionalsTREND 2“Variability is the biggest challenge to creating a consistently great experience.No company designs for a poor experience,but the level of variability can be too high and uncontrolled in organizations.Reducing that variability is the best place to start.”BRANDON HANSON,QUALTRICS CON
27、TACT CENTER PRACTICE LEADEROPINION%75%73%71CONSUMER LOYALTY ISNT DEAD,AFTER ALLTRUST+1.5%POINTSYEAR-OVER-YEARLIKELIHOOD TO RECOMMEND+1.9%POINTSYEAR-OVER-YEARLIKELIHOOD TO PURCHASE MORE+2.7%POINTSYEAR-OVER-YEAR15“Knowing which agent behaviors impact satisfaction,spend and loyalty,then tracking how ag
28、ents perform against those benchmarks will help you build a roadmap to improving customer service levels.”LEONIE BROWN,QUALTRICS PRINCIPAL XM SCIENTISTADVICETREND 2TREND 3Digital support is the weakest link in your customer journey17HOW SATISFACTION IMPACTS LIKELIHOOD TO RETURN BY CHANNEL/JOURNEYWe
29、looked at how consumers interact with companies across different channels to determine what parts of the journey work best,and where improvements need to be made.It quickly became clear that digital is a hotspot that needs fixing with the lowest satisfaction compared to human channels,but the highes
30、t upside if you get it right.TREND 3GETTING INFORMATIONMAKING A PURCHASERECEIVING SUPPORT2.1X1.9X2.2X1.9X2.7X2.5X“The investment in incredible digital experiences from digital native brands has raised the expectation for all brands.”MAX VENKER,QUALTRICS HEAD OF PRODUCT MARKETING,DIGITALANALYSISDIGIT
31、AL CHANNELSHUMAN CHANNELS(Chat with a system,self-serve)(Meet,talk,chat with a human)18“Lower preference for digital channels revealed in the data is largely influenced by consumer expectations on the quality of those interactions.As organizations improve the accuracy and effectiveness of the digita
32、l experience,we should expect consumer appetite to also rise.”BECKY TASKER,QUALTRICS VP OF GROWTH&DEMAND GENERATIONANALYSISTREND 319DIGITAL SUPPORT IS WHERE THE JOURNEY BREAKS86%ACQUISITION(SATISFIED)64%SUPPORT(SATISFIED)EXPERIENCE GAPTREND 3The main issue in digital?The support experience.As consum
33、ers go from making a purchase to resolving an issue online,the journey breaks down with satisfaction 22%points lower compared to making a purchase.However,for those that get digital support right,the rewards are significant.We found customers are 2.7X more likely to return after a positive digital s
34、upport experience the highest of any channel and journey we looked at.For over a decade,digital leaders have been hyper-focused on customer acquisition,fine-tuning the experience to maximize conversion.Its time to think beyond that approach.Our research highlights the opportunity for digital leaders
35、 to become an engine for retention and loyalty,too,increasing their value to the organization by focusing on both the pre-and post-purchase journey.“If youre a contact center leader,you should be thinking about how you can enhance the digital experience.By working together,and bringing your data and
36、 insights,youll add a tremendous amount of value to the organization.”BRANDON HANSON,QUALTRICS CONTACT CENTER PRACTICE LEADEROPINION20TREND 32024 GlobalConsumer TrendsFREE REPORT“Customers love the ease and convenience of digital,right up until they hit a problem,then frustration builds quickly.Orga
37、nizations should offer a seamless switch to alternative channels so customers continue to resolve the issue and dont just go elsewhere.”LEONIE BROWN,QUALTRICS PRINCIPAL XM SCIENTIST,CXADVICE21“Weve made it easier for our guests to access the brand in increasingly digital ways,which means were runnin
38、g more channels than we ever have.But that access and that ease for guests also means that at times,its more complex for restaurant teams.Were aiming to make it easier for them to allow the restaurant teams to know whats important to guests and to make that actionable.”TREND 3ROB SWAIN,GLOBAL COO AT
39、 KFC SPEAKING AT X4LEARN MORETREND 4Consumers dont give feedback like they used to so companies must listen in new ways 23TREND 4How and where consumers make their voices heard is changing.We continue to see the long-term trend of consumers giving less feedback,making understanding consumer experien
40、ce ever more complex.-7.2%PTS-3.7%PTS-3.7%PTS-2.4%PTS+3.8%PTSPOINTDIFFERENCESSINCE2021HOW CONSUMERS ARE PROVIDING FEEDBACK ABOUT A BAD EXPERIENCE OR NOT45%TELL FRIENDS AND FAMILY34%TELL THE COMPANY DIRECTLY26%WILL LEAVE A REVIEW ONLINE21%WILL SHARE ON SOCIAL MEDIA21%SAY NOTHING AT ALL“Even when cust
41、omers dont give feedback,they are talking to you in other ways by spending less,visiting less frequently,and stopping mentioning you.The question is,are you tuned into those cues?”LEONIE BROWN,QUALTRICS PRINCIPAL XM SCIENTIST,CXANALYSIS24TREND 4The most concerning trend is the fall in direct feedbac
42、k that many legacy listening programs are built on.Since 2021,the number of consumers providing feedback directly to the companies they buy from has fallen by 7.2%points,meaning that two-thirds of customers now wont tell you when theyve had a bad experience.As feedback habits continue to change,you
43、can no longer rely on surveys alone to understand how your customers really feel.Companies now need a diverse range of listening tools that allow you to tap into what customers say,and now more than ever,what they dont say.By combining operational data such as average spend and frequency of visits w
44、ith customer feedback from surveys,the contact center,social media and beyond,you can gain valuable insight into whats happening and why.OF CUSTOMERS WONT TELL YOU WHEN THEYVE HAD A BAD EXPERIENCEUP 7.2 PTS SINCE 2021“Having a portfolio of listening tools is essential to success.Organizations need a
45、 combination of qualitative,quantitative,structured,and unstructured data to modernize their CX management program.”MOIRA DORSEY,QUALTRICS PRINCIPAL XM CATALYSTADVICE25TREND 4“As you incorporate more unstructured and unsolicited data sources,a key focus should be on providing insights to users acros
46、s your organization with access to relevant snippets of video/audio/text that provide them with the depth they need to make decisions.”BRUCE TEMKIN HEAD OF QUALTRICS XM INSTITUTEADVICE26“Growing a VoC program is a tough job.Find ways to get your stakeholders onside by making problem-solving collabor
47、ative and not just any one-persons responsibility.Offer solutions and approach customer pains as“problems to solve”not“someones fault”.The data matters.The customer voice matters.And they should push us to do things differently when we determine customers are unhappy.”TREND 4ELLISE ROBERTS,GOTO CX P
48、ROJECT MANAGER27Dive deeper into the trends shaping consumer experiencePrepare for the year ahead with data-driven insightWATCH NOWMethodologyThe data for this report comes from a global consumer study that Qualtrics XM Institute conducted in the third quarter of 2023.Using an online survey,XM Insti
49、tute collected data from 28,400 consumers across 26 countries/regions:Argentina,Australia,Brazil,Canada,China,Colombia,Finland,France,Germany,Hong Kong(China),India,Indonesia,Italy,Japan,Mexico,the Netherlands,New Zealand,the Philippines,Singapore,South Korea,Spain,Sweden,Thailand,the United Arab Emirates,the United Kingdom,and the United States.To ensure that the data was reflective of the population within those countries,we set quotas for responses to match the gender,age,and income demographics of each country.