Medallia-消费者参与调查报告（英文）-2019.2-30页.pdf

1Customer Engagement NowReal Time is the Right TimeA Medallia StudyCUSTOMERENGAGEMENTNOW每日免费阅读行业报告1、每日星球内分享10+精品报告；2、不定时分享国际投行报告，脱水研报等；3、行业报告均为公开内容，版权归原作者所有，星球仅分享内部学习。扫描右侧二维码即刻加入【行业报告（免费） 】星球（此页只为更多需要行业报告的朋友提供便利，希望不会影响您的阅读，谢谢理解！）02Customer Engagement NowMethodologyMedallia 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. 03Customer Engagement NowThe 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 five years. The connected consumerKey InsightsWhile 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-five 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 fifth of consumers would like to live chat with a representative through a connected device. Customer feedback goes multi-channelConsumers 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 effort to resolve past issues.Traditional forms of collecting feedback are no longer effectiveConnect in the moment: from post-experience communication to real-time conversation and actionToday’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 TIMEToday, 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 04Customer Engagement NowWith 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 findings from this study, we have identified three strategies that are critical to building better customer engagement and experiences. • Be everywhere your customers are • Interact in real time • Influence the experience while it is happeningThree strategies to engage consumers in the moment and improve experiencesto 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 offer 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 switc...