[February 20, 2019] |
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Once They Commit, U.S. Consumers are Loyal For Life, Acquia Survey Finds
U.S. consumers play hard to get, but once brands secure their trust, the
majority of U.S. consumers are loyal for life, according to a global
survey commissioned by Acquia.
The report examines the gap between consumers' and marketers' perception
of CX through the lens of three frames: people, technology, and data.
Results uncover several areas where marketers and consumers don't share
the same view of the world.
Acquia's inaugural global report surveyed more than 5,000 consumers and
500 marketers across Australia, Europe, and North America provided input
for the survey, Closing
the CX Gap: Customer Experience Trends Report 2019. The research
showed that U.S. consumers can be difficult to capture: 78 percent of
U.S. consumers said they do not think brands should be able to use their
personal data to market different things to them. Another 56 percent are
not confident that brands have their best interests in mind when they
use, share and/or store their personal data.
However, if you win U.S. consumers over, they will stick around. Three
quarters of U.S. consumers agree that if a brand understands them at a
personal level they are more likely to be loyal. Moreover, 59 percent of
U.S. consumers - the highest of all countries surveyed - reported that
once they are loyal to a brand, the brand has their loyalty for life.
U.S. consumers also were the least likely to move on from a brand they
are loyal to after having a bad experience, showing that marketers can
reach their audiences if they have the insight, tools, and resources to
compete.
"It's critical to maintain a good relationship with customers - to reach
them on their terms with messages that resonate," said Lynne Capozzi,
Acquia CMO. "Our research proves that this is more important than ever.
At Acquia we know marketers need solutions that are easy to work with -
to give them the freedom to create experiences without technology
getting in the way."
Other key findings uncovered in the report include:
Quality of experience seen as poor U.S. consumers care about
quality of experience, but they aren't seeing what they want from
brands. More U.S. consumers experienced purchasing-related issues during
major online events such as Black Friday (News - Alert) and Click Frenzy. Fifty-six
percent of U.S. consumers feel that in their total experience with most
brands, their marketing is mostly ineffective. Nearly two-thirds of U.S.
consumers (63 percent) feel that brands interact with them the right
amount - indicating that it is not the cadence but the quality of
interaction that is impacting them.
Technology is falling short Nearly seven of 10 of all U.S.
marketers (69 percent) believe technology has made it harder, not
easier, for them to offer customers personalized experiences. Despite
using technology designed to improve CX, 80 percent of US marketers feel
their customers wants higher levels of personalization than they can
currently offer. Compared to other countries surveyed, U.S. marketers
disagree most that they have a way to capture customer data in real-time
and that they have a way to act on customer data with real-time insights
and actions. Marketers in the U.S. are least confident that their
technology vendors with services supporting customer experience will
support them if there is an interruption of service.
U.S. marketers lack enthusiasm about technology innovation Compared
to other countries, U.S. marketers are less likely to be focusing on
artificial intelligence, machine learning or Internet of Things
technologies in the next 12 months. They also are least likely to be
working toward linking with in-home devices such as Amazon's Alexa and
Apple's (News - Alert) iHome, when compared with other countries.
"It's essential to know how and where customers connect, and to have
insight into their motivations," the report concludes. "While technology
and data are key elements to measuring success, they're also tools to
help better engage customers - but only if used effectively."
Resources Download the ebook Closing
the CX Gap: Customer Experience Trends Report 2019 and view the
related infographic
at acquia.com.
About the Survey The Closing the CX Gap: Customer
Experience Trends Report 2019 was commissioned by Acquia and
conducted by Regina
Corso Consulting between August 14 and August 28, 2018. Respondents
to the online survey were 5,003 consumers - 1,000 from Australia, 1,000
from France, 1,000 from Germany, 1,000 from the United Kingdom, and
1,003 from the United States - and 501 marketers - 100 from Australia,
100 from France, 100 from Germany, 100 from the U.K., and 101 from the
U.S. The consumers are all 18 and older and the sample is balanced by
age and gender for each country. The marketers are director-level and
above, and their company has annual revenue of $10 million (U.S.) or
more.
About Acquia Acquia is the open source digital experience
company. We provide the world's most ambitious brands with technology
that allows them to embrace innovation and create customer moments that
matter. At Acquia, we believe in the power of community - giving our
customers the freedom to build tomorrow on their terms. To learn more,
visit acquia.com.
All logos, company and product names are trademarks or registered
trademarks of their respective owners.
View source version on businesswire.com: https://www.businesswire.com/news/home/20190220005534/en/
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