客户对现代在线购物体验的期望（英）-19页_1mb

2021 Customer Expectations Report Summary

Core Content

The 2021 Customer Expectations Report highlights the evolving expectations of consumers in the modern online shopping experience. It emphasizes that despite the rapid shift to e-commerce due to the pandemic, customers still expect high-touch, personalized service online, just as they do in physical stores. This report outlines key trends and insights based on a survey conducted by Zogby Analytics, involving 1,500 U.S. adults.

Main Points

• Digital is now the new flagship store: E-commerce experienced significant growth in 2020, surpassing 10 years of development in less than a year. However, customer expectations remain high, and brands must meet these expectations with the same level of personalization and service as in-store.

• Customer service is a competitive advantage: Customer service remains the top factor influencing long-term brand loyalty. It is not just about solving problems but about building a relationship with the customer.

• Self-service is trending up: More customers prefer to resolve issues on their own, especially for common queries like shipping updates and return policies. Brands that can provide this information automatically are likely to see higher satisfaction and more efficient support.

• Chatbots have a mixed reception: While chatbots are useful for simple, quick questions, they often cause frustration when customers want to speak with a real person. Brands must balance efficiency with the need for human interaction and ensure an easy path to real support.

• Customers still value human help: The type of product, the customer's relationship with the brand, and the shopping context influence whether a customer chooses to chat. High-value purchases and interactions with friends or family are more likely to prompt a customer to seek human assistance.

• Proactive chat is appreciated: Customers find it helpful when chat windows appear naturally during their shopping journey, such as during checkout or when they seem to be struggling. This approach is seen as more authentic and less intrusive.

• Effortless experience is key: Customers are more likely to spend more with brands that provide a seamless, effortless experience. This includes the ability to complete purchases during a conversation, reducing effort and increasing the likelihood of closing the sale.

• Chat is now the preferred channel: Chat has surpassed email as the preferred customer service channel, especially among millennials who favor platforms like Facebook, Twitter, and WhatsApp.

Key Trends

Trend 01: Customers Want to Help Themselves When Online

• Self-service is rising: Customers increasingly prefer to resolve issues independently.
• Common self-service inquiries: Shipping updates and return policies.
• Proactive chat is appreciated: 81% of customers find it helpful when a chat window appears naturally during their shopping journey.

Trend 02: Customers Still Value Human Help

• Human interaction matters: Especially for high-value purchases and interactions with friends or family.
• Proactive chat is expected: Brands should anticipate when customers need help and offer it at the right time.
• Chat is preferred over email: Chat has become the second most popular channel, with a growing preference for newer digital platforms.

Trend 03: Customers Will Reward Brands Who Make the Experience Effortless

• Consultative service is expected: Customers want agents who can provide expert advice and guidance.
• Product knowledge is crucial: Agents must be well-trained to offer valuable recommendations.
• Closing the sale during chat: 62% of customers prefer to complete purchases during a conversation rather than navigating through a shopping cart.

Gladly's Position

• Radically Personal service: Gladly focuses on delivering a personalized and effortless customer experience without compromising on speed.
• Supporting modern teams: Gladly is designed to help customer service teams adapt to the digital landscape, providing tools for seamless, personalized interactions across all channels.

Conclusion

The report underscores that in the new normal, customer service must be personalized, proactive, and effortless. Brands that invest in these areas will not only meet but exceed customer expectations, leading to increased loyalty and higher sales.