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1、ConsumerTrendsReportYourCXplaybookfortheyearaheadINPARTNERSHIPWITHQuaItriCSXMinstituteIntroductionAmidthebuzzandexcitementofAl,thisyear,sConsumerTrendsstudyisatimelyremindertoorganizationstonotlosesightofwhatmattersmosttotheirsuccesscreatinggenuine,humanecioswithcustomers.Thedesiretonectandbeunderst
2、oodisinnateineveryinteractionwhetheritsface-to-facewithteammates,onthephonewithagentsinyourntactcenter,orasconsumersscrollthroughyourwebsite.Our4thannualConsumerTrendsReport,basedonresponsesfrommorethan28,000consumersacross26countries,showsjusthowvaluablethosennectionsreallyare.Butheresthecatch-unde
3、rstandinghowtomakethosennectionsisgettingharder.Peoplearegivinglessfeedbacktothempaniestheybuyfrom.leavingmanyorganizationsblindtocustomerfriction.CXleadersmustrisetothechallenge,modernizinglegacylisteningprogramsthatrelyonsurveysalonetomeetcustomerswheretheyare.Itsthesechallengeswhereemergingtechno
4、logieslikeAlofferthebiggestopportunities.Whetheritsopeningtheaperturetonewsourcesofcustomerdata,unlockingintelligencebyunderstandingthedatamoredeeply,orprovidingfrontlineteamswithinsightsintothecustomerstheyserve,thepotentialfortechnologytoenhance,notreplace,humannnectionisincredible.Asyouplaceyourb
5、etsin2024andbeyond,Ihopethisyear,sinsightsandadvicefromourteamofexpertsshinealightontheareaswhereyoucanhavethegreatestimpact.Consumerexpectationsareatanalltimehigh,andpeopleareplacingapremiumoncustomerexperiencesthatprioritizehumanconnection.Fororganizationsthatcandeliverseamlessomnichannelexperienc
6、esfromtheirwebsitestotheircontactcentersandeverythinginbetween,itsclearcustomerswillrewardthemwiththeirdollarsandlastingloyalty.bradAnderson1QualtricsPRESIDENTOFPRODUCTS,userExperience1ANDengineeringWhatwefound4Trend1/HumanconnectionisthefoundationofawinningAlstrategy11Trend2/Greatsen/icebeatslowpri
7、cesinthebattleforcustomerloyalty16Trend3/Digitalsupportistheweakestlinkinyourcustomerjourney22Trend4ZZConsumersdontgivefeedbackliketheyusedto.socompaniesmustlisteninnewwa28MethodologyTREND1HumanconnectionisthefoundationofawinningAlstrategyOur research found that consumers are still on the fence abou
8、t Al-driven by a primary ncern that it will replace a human to connect with.That desire for human connection rings true in their channel preferences,too -with most still preferring to interact with human channels over digital, especially for high-stakes tasks like resolving an issue with a bill,and
9、switching to digital for simpler,transactional activities like checking an order status.48%OF CONSUMERS ARE COMFORTABLE INTERACTING WITH ORGANIZATIONSOPINIONult,snotacaseofthefirstmoverswiig5butthebestmoverswinning.CompaniesthatgetAlright5thatapplyitinwaysthatmakethingseasierandmorepersonalforcustom
10、ers,willabsolutelywi.BRANDONHANSONtQUALTRICSAN AlCONTACTCENTERPRACTICELEADERHERESHOV/CHANNELPREFERENCESBREAKDOWNBYTASKSoasorganizationsscrambletodefinetheirAlstrategy,successwillbedefinedbyhowwellyouknowyourcustomers.Itstartswithunderstandingwhentheywanttotalktoahuman,whentheydont,andthenleveragingA
11、ltoseamlesslymeetthosepreferencesastheymovethroughthejourney.CUSTOMERSSTILLPREFERHUMANSERVICECHANNELSOVERDIGITALHUMANINTERACTION62%DIGITALINTERACTION38%GETTECHNICALSUPPORTRESOLVEMISSUEWITHABILLBOOKANAIRLINETICKETPURCHASEANEWTVGTSTATUSONANORDERYOUMADeSeLEeTANEWMOBILEPHONEPLANAPPLYFORANEWBANKACUMTSCHE
12、DULEAMEOIeALAPPOINTMENTRECiVEADVICEFROMANURSE/DOCTORABOUTAMIttORISSUEHUMANINTERACTIONDIGITALINTERACTIONfiverr.WhileAlisapowerfultool5we,reseeingbusinessesstillrequireaprofessionalhumantouchtomaketrulyinnovativeandeffectivework.Weaimtohelpthembalancethistechnologywiththebestofhumaningenuitybypairingt
13、hemwiththerightfreelanceexperts/*MlCHALMILLERLEVI,FIVERRSENIORDIRECTORMARKETRESEARCHANDINSIGHTSCOMSUMeRSToP 3 CONCERNSLACK OF A HUMANTO CONNECT TOAlwillenablCnstofocusonbeinghuman.Irnechallengefororganizationisidentifyingthetaskdoeswellandthetasksitdcoesnt,scISAmaxVenker1QualtricsHEADOFPRODUCTMARKET
14、ING.DIGITALWhileAlwillundoubtedlyhelpyoumakesimple,repeatabletasksmoreefficient-somethingconsumerswelcome(73%arecomfortableusingAltocheckanorderstatus)aneffectiveAlstrategyisnotsimplydeployingmorechatbotsandautomatingtasks.InsteadlIooktothetechnologytoempoweryourfrontlineteamswiththetools,time,andin
15、sightstobuildstrongerconnectionswithyourcustomersandmakethatabetterexperience,t.ABOUTAJADVICEOrganizationsmustunderstandcustomerneeds,preferences,andperceptionsandthenofferexperiencesthatmatchexpectations.ThatunderstandingW川helpyoudetermineifthatexperienceshouldbeAl-enabled,human-enabledorhumanssupp
16、ortedbyAlinthebackground.*MOIRADORSEY.QUALTRICSXMINSTITUTEPRINCIPALXMCATALYSTADVICE“Alofferstremendousopportunitiestoorganizationsthatimplementitthoughtfully,butifcustomersdetectapurecost-savingattempttheywillleaveindroves.SoAlinteractionsmustbuildconfidencetrustfromcustomerscomeswithconsistency,acc
17、uracyandconvenience.11.EONiEbrown,QualtricsPRINCIPALXMSCIENTlSTtCXTREND2GreatservicebeatslowpricesinthebattleforcustomerloyaltyIn2024,despitepredictionstothecontrary,itsnotlowpricepointsdrivingconsumerpurchasedecisions-ourresearchfoundorganizationswithagreatreputationforcustomerexperiencearebestposi
18、tionedtowinshareofwallet,eveninadowneconomy.Post-purchaseexperienceisoneofthebiggestdriversofconsumerpurchasedecisions一inourstudy,customerservicesupport,rankssecondonlytoproductquality-evenabovelowprices!ANALYSISIfyouwantgreatcustomerexperience,youneedtostartbfocusingontheneedsoffrontlineemp(Custo-s
19、erviceinteractionsarewherepeoplehavestrongemotions,sothBRUCETEMKINtQUALTRICSheadofqualtricsxminstituteWHATSDRIVINGCONSUMERPURCHASESIN2024“Thecustomerjourneystartsasyou,rereturningfromyourlasttripJwantyoutobethinkingaboutwhatyournexttripisgoingtobebeforeyou,veleftyourIastjourney-Theevidenceshows3theb
20、etterjobwedoonthecurrenttrip,thehigherthelikelihoodthatthecustomerisgoingtochooseusagainforthenexttrip.E LTAEDBastian1CeoatdeltaairlinesSPEAKINGATX41.EARNMOREJDespiteitsimportance,only38%ofCXprofessionalssaidtheywereprioritizingtrainingtheircustomerserviceagentsandfrontlineteams.Asleadersfacepressur
21、etocutcosts,itscriticaltoprotectcustomerServicelOtherwiseyouriskleavingrevenueonthetable.CONSUMER LOYALTY ISNT DEADtAFTER ALLTRUSTLIKELIHD TORECoMMENDUKELIHO TOPURCHASE MOREM.5 %POINTSYEAR-OVER-YEARM.9 %PONTSYEAR-OVER-YEAR*2.7 %POINTSYEAR-OVER-YEARIQuaItrtcsJuet,July2023studyOtCXprofessionalsOPINION
22、“Variabilityisthebiggestchallengetocreatingaconsistentlygreatexperience.Nocompanydesignsforapoorexperience,butthelevelofvariabilitycanbetoohighanduncontrolledinOrganizations.Reducingthatvariabilityisthebestplacetostart.,BRANDONHANSONtQUALTRICSNTACTCEMTERPRACTICELEADERADVICEKnowingwhichagentbehaviors
23、impactsatisfaction,spendandloyalty,thentrackinghowagentsperformagainstthosebenchmarkswillhelpyoubuildaroadmaptoimprovingcustomerservice糜Is.1.EONiEbrown,qualtricsPRINCIPALXMSCIENTISTTREND3DigitalsupportistheweakestlinkinyourCustomerjoumeyHOW SATISFACTION IMPACTS LIKELIHD TO RETURN BY CHANNELJOURNEYDI
24、GiTAL CHANNELS(Chat with a systenselfseve)GETTING INFORMATIONHUMAN CHANNELS(Meet,talkrcat with a human)MAKING A PURCHASERECEIVING SUPPORTWelookedathowconsumersinteractwithcompaniesacrossdifferentchannelstodeterminewhatpartsofthejourneyworkbest,andwhereimprovementsneedtobemade.ltquicklybecamecleartha
25、tdigitalisahotspotthatneedsfixingwiththelowestsatisfactioncomparedtohumanchannels,butthehighestupsideifyougetitright.ANALYSlSnvestmentiexperiencesfromdigitalnativebrandswsras(aMAXVENKERrOUALTRICSHEADOFPRODUCTMARKET1NG.DIGITALANALYSISLowerpreferencefordigitalchanISrevealedinthedataislargelyinfluenced
26、byconsumerexpectationsonthequalityofthoseinteractions.Asorganizationsimprovetheaccuracyandeffectivenessofthedigitalexperience3weshouldexpectconsumerappetitetoalsorise!BECKYTASKER.QUALTRICSVPOFGROWTH&DEMANDGENERATIONDIGITAL SUPPORT IS WHERETHE JOURNEY BREAKSOPINIONThemainissueindigital?Thesupportexpe
27、rience.Asconsumersgofrommakingapurchasetoresolvinganissueonline,thejourneybreaksdown-withsatisfaction22%pointslowercomparedtomakingapurchase.HoweverJorthosethatgetdigitalsupportright,therewardsaresignificant.Wefoundcustomersare2.7Xmorelikelytoreturnafterapositivedigitalsupportexperiencethehighestofa
28、nychannelandjourneywelookedatForoveradecade,digitalleadershavebeenhyper-focusedoncustomeracquisition,fine-tuningtheexperiencetomaximizeconversion.lt,stimetothinkbeyondthatapproach.Ourresearchhighlightstheopportunityfordigitalleaderstobecomeanengineforretentionandloyalty,too,increasingtheirvaluetothe
29、organizationbyfocusingonboththepre-andpost-purchasejourney.Acquisition(SatisfieD)86%SPPORT(SATISFIED)64%,lfyou*reacontactcenterleader,youshouldbethinkingabouthowyoucanenhancethedigitalexperience.Byworkingtogether,andbringingyourdataandinsights,youlladdatremendousamountofvaluetotheorganization.*BRAND
30、ONHANSONeOUALTRICSNTACTCENTERPRACTICELEADERADVlCE“Customerslovetheeaseandconvenienceofdigital,rightupuntiltheyhitaproblem,thenfrustrationbuildsquickly.Organizationsshouldofferaseamlessswitchtoalternativechannelssocustomerscontinuetoresolvetheissueanddontgoelsewhere.uWe,vemadeiteasierforourgueststoac
31、cessthebrandinincreasinglydigitalways5whichmeanswe,rerunningmorechannelsthanweeverhave.Butthataccessandthateaseforguestsalsomeansthatattimes5it,smorecomplexforrestaurantteams.We,reaimingtomakeiteasierforthem-toallowtherestaurantteamstoknowwhat,simportanttoguestsandtomakethatactionable/1KFCROBSWAINtG
32、LOBAL80ATKFCSPEAKINGAT41.EARNMORE7TREND4Consumersdon,tgivefeedbackliketheyusedto.socompaniesmustlisteninnewwaysHOW CONSUMPOlMT DIFFERENCESSINCE2021Howandwhereconsumersmaketheirvoicesheardischanging.Wecontinuetoseethelong-termtrendofconsumersgivinglessfeedback,makingunderstandingconsumerexperienceeve
33、rmorecomplex.ANALYSlSEvenwhencustomerdontgivefeedback,theyaretalkingtoyouinotherwaysbysperdingless/网lessfrequently,anStonPingo,72Iestionareyc+3.8%PTS%PTS-7.2%PTS21%45%34%26%21%TELLFRIENDSTELLTHEWILLLEAVEAWILLSHAREONSAYNOTHINGANDFAMILYCOMPANYREVIEWONLINESOCIALMEDIAATALLDIRECTLYADVICEHavingaportfolioo
34、flisteningtoolsisessentialtosuccess.Organizationsneedacombinationofqualitative,quantitative,structured,andunstructureddatatomodernizetheirCXmanagementprogram.*Moira Dorsey1QualtricsPRINCIPAL XM CATALYSTThemostconcerningtrendisthefallindirectfeedbackthatmanylegacylisteningprogramsarebuilton.Since2021
35、,thenumberofconsumersprovidingfeedbackdirectlytothecompaniestheybuyfromhasfallenby7.2%points,meaningthattwo-thirdsofcustomersnowwonttellyouwhentheyvehadabadexperience.Asfeedbackhabitscontinuetochange,youcannolongerrelyonsurveysalonetounderstandhowyourcustomersreallyfeel.Companiesnowneedadiverserange
36、oflisteningtoolsthatallowyoutotapintowhatcustomerssay,andnowmorethanever,whattheydontsay.Bycombiningoperationaldatasuchasaveragespendandfrequencyofvisitswithcustomerfeedbackfromsurveys,thecontactcenter,socialmediaandbeyond,youcangainvaluableinsightintowhat,shappeningandwhy.ADVICE“Asyouincorporatemor
37、eunstructuredandunsoliciteddatasources,akeyfocusshouldbeonprovidinginsightstousersacrossyourorganizationwithaccesstorelevantsnippetsofvideo/audio/textthatprovidethemwiththedepththeyneedtomakedecisions.*BRUCETEMKINheadofQualtricsminstituteuGrowingaVoCprogramisatoughjob.Findwaystogetyourstakeholderson
38、sidebymakingproblem-solvingcollaborativeandnotjustanyoe-person,sresponsibility.Offersolutionsandapproachcustomerpainsasproblemstosolvenotsomeone,sfault.Thedatamatters.Thecustomervoicematters.Andtheyshouldpushustodothingsdifferentlywhenwedeterminecustomersareunhappy.ELLlSEROBERTStGOTOICXPROJECTMANAGER26DivedeeperintothetrendsshapingconsumerexperiencePreparefortheyearaheadwithdata-driveninsightWATCHNOW
