Prepare for the future, don’t re-create the past
In 2020, the global consumer landscape dramatically changed. Confined to our homes for long periods, hallways became gyms, dining in became the new eating out and next-day delivery became the highlight of the week, for some, this was a continuation of activities they already did, but for others it was their first time –and many won’t go back.
This raises the question for businesses – what happens next? Will we return to the old way of doing things? Will digital transformation continue to accelerate? What experiences will people want next? Answering these questions is critical for businesses to move forward with confidence.
We spoke to nearly 18,000 people around the world to understand how their behavior will evolve as economies re-open. Analyzing 17 industries across 18 countries, we’ve discovered what people will do more of online, what they’re likely to do less of– and the key factors that drive consumer purchasing decisions.
Whether it is online, in-person or on the phone, our research found a common thread central to business success during the pandemic: Human experience.
We analyzed people’s relationship with organizations, focusing on three key areas: Satisfaction, trust and advocacy. While each metric has importance individually, the power of good experiences shines through when we look at them together. Across all countries and industries, we found a strong connection between good experiences and loyalty-driving attitudes. The experience a consumer has with your business – good or bad – has a direct impact on their likelihood to trust you, and subsequently recommend you to others.
What does all of this mean? Listening to what consumers want, anticipating changing needs, and taking steps to meet those expectations are more important than ever.
Organizations across every geographic region need to understand consumer experience at each stage of their journeys, and use this insight to rapidly adapt as the world changes (once again). Now, more than ever before, consumers are discerning about the products they buy and the services they receive, and as our research shows, just one negative experience can drastically change their opinion — and their future purchase decisions.
As you prepare for what your environment will look like in 2021 and beyond, keep in mind that human beings are unique, and respond to experiences in different ways. Assume that what you used to know is no longer valid. Our research shows that there are clear differences across age groups and geographic regions— and you will find even more distinctions across your consumer segments. Organizations that succeed will realign for the future, and not fall into the trap of going back to the “good old ways”.
Organizations will need to design a new set of experiences that consumers want and find ways to make ongoing improvements. But this can’t be a one-time or ad-hoc activity. Experience Management (XM) needs to be a discipline that’s ingrained within every operating process and function, from product
development to brand marketing.
We hope you find this report useful, and we’re looking forward to help you transform your experiences in 2021 and beyond.
This article is posted at qualtrics.com
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