2017科技行业客户体验现状（英文版）_40页_1mb

Summary of The State of Customer Experience 2017

Core Content

This report explores the evolving landscape of customer experience in the tech industry, focusing on how customers interact with tech brands, their expectations, and the challenges brands face in meeting these needs.

Main Findings

Customer Loyalty and Expectations

• Customer loyalty is high, with 64% of respondents being loyal for over 3 years.
• Tech customers are loyal but may switch if they are not satisfied with the service.
• Quality is the top reason for choosing a current supplier, surpassing price.
• Only 1.5% of customers are totally dissatisfied with their tech supplier.

Communication Channels

• Digital channels (email, website, chat, social media, virtual assistant) are now the most popular for customer interaction, with 51% of customers preferring them over traditional channels.
• Between 2015 and 2017, digital channel usage increased by 65%, while traditional channels decreased by 27%.
• Social media and on-device help apps experienced the highest growth in usage, with 237.7% and 98.6% increases respectively.
• Call center and in-store remain the most trusted channels, with 56% and 50.9% trust levels respectively.

Customer Personas

• DIY Heroes (24%):
  • Prefer self-help (website, on-device help, virtual assistant).
  • Avoid human interaction but may go in-store if needed.
  • Expect personalization and are the most comfortable sharing data.
• Digital Conversationalists (27%):
  • Prefer digital communication (email, chat, social media).
  • Hybrid between DIY Heroes and Conversationalists.
  • Averse to in-store visits.
• Conversationalists (49%):
  • Prefer face-to-face or phone communication.
  • Reluctant to use digital channels.
  • Expect more human interaction and are less likely to share data.

Preferred vs. Actual Channel Usage

• Website self-help is the most underutilized channel.
• Social media and virtual assistant are the most used channels, indicating a shift towards omnichannel engagement.
• Call center and in-store are the most commonly used channels, though their usage has declined.
• DIY Heroes dominate interactions via digital channels, while Conversationalists still rely on in-store and call center.

Trust and Data Sharing

• 76% of customers share personal data with tech brands, but only 41% feel the brands know them.
• Trust levels drop when data is shared, with website self-help and email experiencing the greatest decline (8.2% and 6.5% respectively).
• DIY Heroes are the most trusting, while Conversationalists are most concerned about data usage.
• Data concerns include security, spam, and third-party usage, with 48% of customers questioning data security and 30% fearing spam.

The Customer Journey

• The customer journey is increasingly digital, but in-store remains a key touchpoint for gaining tech knowledge.
• Omnichannel behavior is the norm, with customers using a variety of channels to resolve issues.
• Self-help is becoming more prevalent, but 80% of customers still seek human interaction at some point.
• Call center is still part of the journey, especially for Conversationalists, but is being replaced by alternative digital channels.

Key Information

• Customer satisfaction has dropped by 10% between 2015 and 2017.
• Tech brands must provide a consistent experience across all channels to improve satisfaction.
• Only 10 minutes is typically given to resolve a customer's issue, with 80% of customers not getting first-step resolution.
• Personalization is expected, but 32% of customers do not want it, and 50% expect basic tailored communications.
• Data sharing is critical for personalization and trust, but 70% of customers have data concerns.

Conclusion

The report highlights the need for omnichannel integration, consistent customer experience, and data-driven personalization in the tech industry. Brands must adapt to changing customer behaviors and preferences to maintain loyalty and satisfaction.