SMC-2020年全球网络消费者指数报告（英文）-2020.10-36页_4mb

Selligent Global Connected Consumer Index Summary

Core Content

The Selligent Global Connected Consumer Index is a report that explores the evolving expectations of 5,000 global consumers regarding personalization, privacy, and the role of emerging technologies in shaping their brand interactions. It emphasizes the importance of balancing personalized experiences with privacy concerns and highlights the need for brands to align marketing, sales, and service to create a unified customer experience.

Main Points

• Consumer Expectations: Modern consumers expect highly personalized experiences that feel effortless and respect their privacy. They are willing to share personal data in exchange for more tailored interactions.

• Privacy Concerns: Privacy is a significant concern for consumers, especially with the rise of technologies like voice assistants. Many feel their data is being collected without their consent, leading to reduced social media use and a shift in online behavior.

• Generational Differences: Younger generations (18-24, 25-35, 36-54) are more privacy-conscious but also more accustomed to digital interactions and expect personalized experiences. Older generations (55-75) are less likely to share personal data but still value personalization.

• Social Media Behavior: Due to privacy concerns, 41% of consumers have reduced their social media use in the last 12 months. 32% have quit at least one platform. Facebook is the most abandoned platform across all demographics.

• Voice Assistants: Voice assistants are growing in popularity, but they are also a source of concern. 51% of global respondents worry about voice assistants listening without consent, and 45% use them. Younger generations are more suspicious of voice assistants than older ones.

• Customer Service Preferences: Consumers still prefer human interaction in customer service. 43% of global respondents prefer to start their support interaction via a phone agent, and they expect a human response regardless of the channel used.

• Customer Experience (CX): A seamless, consistent, and personalized experience across all touchpoints is crucial. Brands should have a 360-degree view of the customer and use AI-powered platforms to enhance CX without being intrusive.

• Negative Experiences: Consumers are not forgiving of poor customer service. 54% will abandon a brand after 2-3 negative experiences, and only 10% will stick with a brand if it makes up for those experiences.

• Response and Resolution Expectations: 96% of consumers expect a response within 24 hours, and 90% expect a resolution within the same timeframe. 35% of consumers expect a response in less than an hour.

Key Insights

• Privacy vs. Personalization: Consumers are willing to trade some privacy for a more personalized experience, but the balance must be carefully managed to avoid feeling intrusive or creepy.

• Technology Utilization: Brands should use AI and machine learning to enhance personalization and customer service, but must be transparent and respect consumer preferences.

• Omnichannel Experience: The customer journey is increasingly omnichannel, and brands must ensure a consistent experience across all channels, including online, in-store, and social media.

• Social Media's Role: While social media remains a key marketing channel, its influence on purchase decisions is decreasing due to privacy concerns. Brands must adapt their social media strategies to meet changing consumer behavior.

Actionable Takeaways

• Understand Consumer Preferences: Know where and how consumers prefer to interact, and tailor your approach accordingly.

• Balance Relevance and Privacy: Provide value through personalization while being transparent about data collection and usage.

• Enhance Customer Support: Prioritize human interaction and use technology to improve response times and resolution efficiency.

• Create a Unified Experience: Use intelligent platforms to connect marketing, sales, and service, ensuring a seamless and consistent customer journey.

• Test and Adapt: Start small with emerging technologies like voice assistants, solicit feedback, and let consumers guide your engagement strategies.

Regional Comparison

Despite the focus on GDPR in Europe, the study shows similar privacy and personalization concerns across all regions. The impact of privacy concerns on social media usage is consistent, though not universal, with close to two-thirds of respondents not changing their habits.

Conclusion

The report underscores the need for brands to rethink their approach to personalization and privacy. By understanding and respecting consumer preferences, leveraging technology thoughtfully, and delivering a consistent, seamless experience, brands can build stronger relationships and retain customer loyalty in an increasingly connected world.