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02
Customer Engagement Now
Methodology
Medallia commissioned a panel survey of 3,000
consumers from three countries — the U.S.
(1,000), the U.K. (1,000), and Australia (1,000).
The collected sample was matched to the
census of each country on age and gender.
03
Customer Engagement Now
The digital transformation has revolutionized the
lives of consumers, who now use a variety of digital
devices every day — from smartphones and virtual
assistants, to messaging apps, connected TVs,
and chat bots. Eighty-two percent of consumers
currently have or use connected devices to the
internet — younger generations (Gen Z and Millennials)
at 92 percent — with an expected increase in smart
technology usage in the next fve years.
The connected
consumer
Key Insights
While some consumers still communicate with brands
in person or by mail, most prefer digital channels —
such as email, social media, online chat, connected
devices, messaging, and apps — and simultaneously
demand an impressive set of capabilities across
these mediums. Thirty-fve percent of consumers
want to be able to ask questions about a service or
product through messaging apps or text, and the
same proportion want to give product or service
feedback through a brand’s mobile app, while about
a ffth of consumers would like to live chat with a
representative through a connected device.
Customer feedback
goes multi-channel
Consumers no longer respond to long customer
surveys because they believe their feedback will not
be read or acted upon. We found that 44 percent of
consumers have abandoned a customer feedback
survey without completing it, primarily because of
its length. In fact, of those who abandoned a survey,
57 percent did so because it was too long. It is not
just long surveys that are turning people away. Half
of consumers reported ignoring a customer survey
because the company didn’t make enough of an
efort to resolve past issues.
Traditional forms of
collecting feedback
are no longer efective
Connect in the moment:
from post-experience
communication to
real-time conversation
and action
Today’s consumers have become accustomed to the
instantaneous nature of services and subscriptions,
making real-time engagement the new industry
standard. Our study revealed three consumer
expectations that are, or will soon, become the
new norm.
1. REAL-TIME ENGAGEMENT ACROSS CHANNELS
To ensure great experiences, brands need to engage
customers in meaningful real-time conversations
and address customer problems the instant they
arise. Seventy-eight percent of respondents expect
the ability to contact a customer representative
immediately when they need help. In addition, the
majority of consumers expect an immediate response
to their feedback across digital channels: 67 percent
expect an immediate response from an online chat
with a representative, 57 percent from a video/voice
chat, half from an online chat with a bot, and 29
percent when texting with businesses.
2. A TWO-WAY CONVERSATIONAL DIALOGUE
THAT INFLUENCES EXPERIENCES IN REAL TIME
Today, the ability to provide feedback to businesses
after a transaction is complete is not good enough.
Over half of consumers want to be able to provide
immediate feedback about their interaction with a
brand. Why Because they want businesses to react
instantaneously and improve their experiences in
real time. Over half of consumers report that a bad
experience they had in the past year could have been
improved in the moment if they had the opportunity
04
Customer Engagement Now
With consumers adopting multiple technologies and
engagement channels, companies should optimize
digital experiences across all touchpoints. Brands are
currently losing consumer interest because of a poor
Based on the key fndings from this study, we have
identifed three strategies that are critical to building
better customer engagement and experiences.
Be everywhere your customers are
Interact in real time
Infuence the experience while it is happening
Three strategies to
engage consumers
in the moment and
improve experiences
to give real-time feedback and the company took
immediate action. Consumers also seek a proactive
and contextual engagement from brands. Half of
respondents would like companies they interact
with to ofer to help (via chat, connected devices,
messaging) before they have asked for it themselves.
3. ON-DEMAND CONVENIENCE IN
AN OMNICHANNEL ENVIRONMENT
With the emergence of new communication
channels, the need for companies to quickly master
omnichannel interactions and reduce the gaps of
communication becomes even more critical. Sixty-six
percent of consumers expect the ability to provide
feedback about products and services on the channel
they are currently using. Companies need to also
allow consumers to switch back and forth between
touchpoints seamlessly without the loss of valuable
information. Sixty-three percent of consumers expect
easy transitions between channels when they engage
with a business.
Brands have room
to improve digital
experiences and their
bottom line
digital experiences, with 82 percent of consumers
reporting that they have abandoned a digital task
without completing it. Why Apart from fnding
unexpected costs, the most common reasons relate
to technical issues, a complex user process, and
security concerns. Companies that design frst-class
digital experiences are able to drive better business
results by cutting operational and acquisition costs,
and increasing revenue.。。。