What makes a great brand experience? What have consumers come to expect? And are you meeting those expectations?
In Q4 2023, we conducted a global survey of 2,100 consumers to answer these questions. We learned a lot about today’s buyers, from their preferences in communication to their attitudes about emerging technology. For example, we found that 55% of respondents want future experiences with brands to be more affordable or cost-effective.
Rethink what great CX really means from the consumers’ point of view and whether they believe brands truly have their best interest at heart.
It’s not a simple story of digital migration; consumers want a mix of options, depending on what they’re trying to accomplish.
Consumers are willing to experiment with a broad range of new technologies, but the technologies brands are doubling down on aren’t always the ones customers find most effective.
58%
of consumers are highly concerned whether their data/privacy/identity is being protected
55%
of consumers want future experiences with brands to be more affordable or cost-effective
46%
of consumers want future experiences with brands to be easier or more convenient
+20%
or more of consumers across all industries strongly prefer human experiences when requesting support
of consumers are highly concerned whether their data/privacy/identity is being protected
of consumers want future experiences with brands to be more affordable or cost-effective
of consumers want future experiences with brands to be easier or more convenient
or more of consumers across all industries strongly prefer human experiences when requesting support
Despite the popularity of digital experiences such as chatbots and virtual reality, we found that customers still crave authentic, human interaction – particularly when it comes to digital payments and customer service.
Conversion is just one milestone, not the journey’s end. The real opportunity for brands lies in enhancing the post-purchase experience—a phase often cited by consumers as needing significant improvement.
Consumers have varying opinions of emerging technology. While some tech is widely used, it may have a low impact on consumers, such as personalized emails or messages. We highlight the technologies that brands should pay the most attention.
“This research provides reported consumer preferences about their brand experiences— not conjecture.”
