Hybris-数据游戏：爱与恨只在一线之间（英文）-2017-25页-1mb

SAP Hybris Global Consumer Insights Report (2017)

Core Content Overview

The 2017 SAP Hybris Global Consumer Insights Report explores how modern consumers interact with brands in the digital age, drawing parallels to the dynamics of personal relationships. It emphasizes the importance of trust, personalization, and responsiveness in building and maintaining customer relationships, while also highlighting the challenges posed by data privacy concerns and the evolving expectations of consumers.

Main Themes and Key Findings

1. Consumer Expectations in the Digital Age

• Over 51% of the global population is online, and more than half use a smartphone.
• Consumers are increasingly comfortable sharing personal information with brands, but this varies by region and country.
  • 80% of respondents globally were willing to share some information with brands.
  • Japan was the most reticent at 52%, while Colombia and India were the most open at 92%.
• Latin America was the most willing to share data internationally, with 91%, while Western Europe was the most conservative at 67%.

2. The Role of Data in Brand-Customer Relationships

• Consumers expect transparency in how their data is used and want to be rewarded for sharing it.
• Over 66% of respondents globally expect brands to be transparent about data usage.
• 80% of consumers globally would leave a brand if their data was used without their knowledge.
• 71% of consumers would break up with a brand due to neglect, highlighting the importance of timely and relevant responses.

3. Consumer Preferences for Personalization

• Surprises and rewards (e.g., discounts, freebies) are the most valued personalized experiences.
• France ranked 1% behind the global average in valuing surprises, instead prioritizing personalized responses based on their account history.
• Russia had the highest preference for surprises at 70%.

4. Consumer Behavior and Communication Channels

• Consumers prefer multiple communication channels (social media, chatbots, email, etc.) and expect quick responses (89% want a reply within 24 hours).
• Social media and online communities are increasingly important for consumer engagement.
• 71% of businesses globally cannot be contacted via social media, creating a significant gap between consumer expectations and brand capabilities.

5. Consumer Concerns and Trust Issues

• Data privacy is a major concern, with consumers wanting control over what information they share.
• Unwanted marketing (direct calls and emails) and irrelevant content are the top brand behaviors that bother consumers.
• Spamming and lengthy customer support processes are also major issues.

6. Regional Insights

• Asia-Pacific countries (Australia, India, China, Japan, Korea, Singapore, Thailand) had different preferences for data sharing and brand interactions.
• Middle East consumers were more concerned about consistent promotions both online and in-store.
• Developing countries generally showed higher willingness to share data compared to developed countries.

7. Brand Strategies for Customer Retention

• Brands should invest in AI, big data, and cloud-based solutions to provide omnichannel, personalized, and responsive service.
• Proactive engagement and contextualized experiences are key to maintaining trust and loyalty.
• Brands must ensure data protection and transparency in all interactions to avoid losing customers.

Key Takeaways

• Localize data collection to reflect consumer preferences and build trust.
• Personalize customer service across all channels and touchpoints.
• Ensure transparency in how data is used and shared with partners.
• Reward consumers with value-added experiences and incentives.
• Provide quick and relevant responses to maintain engagement.
• Invest in AI and big data for scalable, omnichannel solutions.
• Protect consumer privacy and enable easy access to their data.
• Align business models with consumer expectations to avoid neglect and build long-term loyalty.

Conclusion

The report underscores the importance of adapting to the digital age by understanding and meeting consumer expectations. Brands must balance personalization with privacy, ensure quick and relevant communication, and leverage technology to enhance customer experiences. The insights highlight that in today's market, the customer is not just a consumer but a partner in a relationship that requires care, transparency, and innovation to thrive.