—Consumers and brands aligned on importance of doing good;
outpace US and Australia
—Study also reveals opportunities for brands to improve customer
experience in personalisation, listening and elevating human interactions
LONDON–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/CEM?src=hash” target=”_blank”gt;#CEMlt;/agt;–A new study from cloud-based experience leader,
uncovered five trends, including one that reveals UK consumers are
outshining their global peers in making social responsibility a priority
when choosing which brands to support. Unlike other areas in the study,
UK companies were well aligned with consumers, also ranking this as a
major area of focus.
The 2019 UK CX Trends study
found that 42 percent of consumers say that brands’ support of
environmental, social or political causes is becoming more or much more
important to their purchasing decisions. This is notable as previous
research found UK consumers already rank corporate social responsibility
much higher than US or Australian consumers. Just 36 percent of US
consumers and 18 percent of Australian consumers said this factor is
becoming more or much more important in their decisions.
InMoment’s annual CX Trends studies survey both consumers and brands to
reveal where these two groups align, and where there are disconnects on
important customer experience issues. In addition to the trend mentioned
above, the 2019 study revealed four additional trends, as well as
important takeaways, to help brands move beyond mistakes and realize the
massive opportunities found well-executed customer experience.
The five trends include:
Lurking vs. Listening. Brands prioritise mining digital data,
social posts, and reviews over having direct conversations with
consumers about important issues. However, most customers (73 percent)
say asking them directly is the best way to get to the most essential
Dismissing the Human Factor. Customers say the most important
thing brands can do to improve their experience is provide better
service through their employees.
Neglecting Non-buyers. Seventy-two percent of customers who
leave a website without buying are there to browse, compare or
research, but that isn’t necessarily the bad news. Most brands aren’t
even thinking about how to create experiences to engage these
pre-customers for the long-term.
Definition of Loyalty Diverges. Customers say one of the most
important ways they show loyalty is by providing both positive and
negative feedback. It’s difficult for most brands (and many metrics)
to treat constructive criticism as a gift and not a scourge.
Consumers Care. Corporate social responsibility is increasingly
important for both customers and employees. Forty-two percent of UK
consumers believe it is becoming more or much more important for
brands to embrace those causes.
Download report here.