InMoment-极的品牌体验与消费者的情感调查报告（英文）-2017-25页-4mb
报告摘要
The Power of Emotion and Personalization: Summary
Core Content
This document explores the role of emotion and personalization in shaping customer experiences (CX) and brand loyalty. It emphasizes that while consumer expectations are largely reasonable, brands often misinterpret or underestimate the emotional impact of their interactions. The study highlights the importance of aligning brand promises with consumer expectations and consistently delivering on those promises to build trust and loyalty.
The report also examines how consumers and brands perceive personalization across different regions and how these perceptions vary. It underscores that personalization is a key driver of positive experiences and that brands must move beyond targeted advertising to provide meaningful, personalized interactions in all customer touchpoints, including support, purchase, and promotion.
Main Points
- Emotion is the primary driver of customer experience, surpassing ease and effectiveness.
- Consumer expectations are reasonable, and meeting them leads to satisfaction and loyalty.
- Brands overestimate the importance of strong emotions like feeling important or part of something special, while underestimating the emotional weight of negative experiences.
- Personalization is crucial for creating positive brand experiences. It is ranked as the top priority by consumers globally, but brands often fail to align with these expectations.
- Negative experiences elicit strong, visceral emotions such as disappointment, frustration, and anger, which can severely damage trust and loyalty.
Key Findings
Positive Experiences
- "Satisfied" is the most common emotion associated with positive brand experiences, with 38% of consumers selecting it.
- "Safe/reassured" and "Relaxed/at ease" are also highly valued, but "Entertained" is the least ranked.
- Brands rank "Satisfied" lower than consumers, indicating a gap in understanding.
Brand Loyalty
- "Satisfied" is the top emotion linked to brand loyalty, with 40% of consumers selecting it.
- "Feeling important" and "Part of something special" are overestimated by brands compared to consumer sentiment.
- Negative experiences lead to strong emotional responses, including "Disappointed", "Frustrated", and "Disrespected".
Personalization
- Consumers prioritize personalized support as the most important aspect of personalization, followed by purchase and advertising.
- Brands are generally aligned with consumer preferences but often underestimate the importance of personalization in the purchase process.
- Personalized experiences are critical for creating value and building long-term relationships with customers.
Global Highlights
| Country | Personalized Experience | Transparency | Feeling Trumps Function | Shorter Surveys, More Listening | Mobile First | More Reliable Online Reviews |
|---|---|---|---|---|---|---|
| US/Canada | 1 | 3 | 5 | 3 | 6 | 4 |
| Denmark | 2 | 6 | 6 | 2 | 5 | 1 |
| Finland | 4 | 1 | 3 | 5 | 2 | 6 |
| France | 2 | 2 | 1 | 5 | 6 | 3 |
| Germany | 2 | 1 | 5 | 2 | 6 | 3 |
| Spain | 2 | 1 | 4 | 1 | 6 | 4 |
| Norway | 4 | 1 | 1 | 3 | 6 | 4 |
| Sweden | 1 | 3 | 4 | 3 | 6 | 2 |
| UK | 2 | 1 | 6 | 3 | 5 | 3 |
| New Zealand | 1 | 1 | 5 | 2 | 6 | 4 |
| Australia | 1 | 2 | 4 | 3 | 6 | 4 |
Emotions: Positive Experiences (Consumer)
| Country | Safe/Reassured | Relaxed/At Ease | Satisfied | Excited | Enjoyment | Part of Something Special | Important | Entertained |
|---|---|---|---|---|---|---|---|---|
| US/Canada | 8.3% | 12.4% | 45.6% | 2.4% | 4.2% | 7.8% | 16.8% | 0.5% |
| UK | 18.3% | 14.4% | 35.0% | 2.5% | 5.6% | 8.6% | 10.2% | 3.7% |
| France | 10.6% | 8.5% | 39.2% | 7.0% | 8.8% | 8.8% | 12.1% | 3.6% |
| Germany | 7.9% | 6.3% | 40.4% | 13.1% | 11.2% | 6.1% | 7.5% | 5.4% |
| Spain | 17.7% | 17.3% | 36.5% | 2.2% | 4.4% | 4.2% | 9.3% | 6.2% |
| New Zealand | 13.6% | 15.5% | 34.5% | 3.7% | 4.8% | 7.6% | 14.1% | 3.4% |
| Australia | 11.3% | 13.4% | 41.9% | 2.3% | 4.1% | 6.4% | 15.7% | 1.8% |
| Denmark | 17.8% | 10.2% | 34.3% | 3.9% | 8.8% | 4.9% | 10.5% | 4.9% |
| Finland | 10.3% | 6.3% | 32.8% | 8.2% | 9.0% | 5.8% | 14.3% | 10.8% |
| Norway | 19.1% | 9.2% | 31.7% | 4.6% | 8.6% | 6.5% | 9.2% | 4.6% |
| Sweden | 18.7% | 7.4% | 43.5% | 1.7% | 7.0% | 5.7% | 12.2% | 2.6% |
| AVG | 14.0% | 11.0% | 37.8% | 4.7% | 7.0% | 6.6% | 12.0% | 4.3% |
Emotions: Positive Experiences (Brands)
| Country | Safe/Reassured | Relaxed/At Ease | Satisfied | Excited | Enjoyment | Part of Something Special | Important | Entertained |
|---|---|---|---|---|---|---|---|---|
| US/Canada | 9.0% | 9.7% | 26.8% | 8.8% | 10.8% | 16.0% | 14.0% | 3.2% |
| UK | 17.5% | 12.5% | 24.8% | 5.7% | 6.6% | 14.4% | 11.3% | 3.5% |
| France | 12.0% | 13.4% | 30.4% | 8.7% | 4.8% | 15.3% | 7.6% | 4.1% |
| Germany | 15.3% | 7.0% | 28.5% | 9.2% | 11.3% | 12.3% | 9.4% | 5.5% |
| Spain | 20.4% | 11.7% | 37.5% | 3.4% | 5.3% | 4.3% | 8.1% | 7.5% |
| New Zealand | 18.4% | 9.5% | 25.0% | 6.8% | 4.7% | 16.5% | 14.6% | 2.1% |
| Australia | 12.7% | 9.4% | 29.5% | 5.9% | 5.9% | 14.8% | 15.3% | 3.7% |
| Denmark | 14.7% | 7.6% | 24.0% | 10.0% | 10.0% | 20.5% | 12.0% | 4.9% |
| Finland | 16.5% | 6.1% | 21.7% | 3.5% | 3.5% | 10.4% | 19.1% | 11.3% |
| Norway | 16.9% | 9.3% | 18.6% | 12.7% | 12.7% | 12.7% | 16.1% | 5.1% |
| Sweden | 18.0% | 9.2% | 23.0% | 7.4% | 7.4% | 7.4% | 17.5% | 2.5% |
| AVG | 15.6% | 9.6% | 26.3% | 6.5% | 7.6% | 14.0% | 13.2% | 4.9% |
Emotions: Loyalty (Consumer)
| Country | Safe/Reassured | Relaxed/At Ease | Satisfied | Excited | Enjoyment | Part of Something Special | Important | Entertained |
|---|---|---|---|---|---|---|---|---|
| UK | 20.1% | 18.3% | 30.2% | 4.7% | 5.9% | 7.7% | 11.2% | 1.9% |
| France | 18.9% | 12.3% | 34.0% | 11.3% | 7.9% | 6.5% | 7.3% | 1.8% |
| Germany | 10.8% | 6.5% | 44.0% | 8.6% | 11.7% | 5.7% | 8.6% | 4.1% |
| Spain | 22.2% | 12.1% | 38.6% | 1.6% | 7.9% | 8.0% | 6.5% | 3.1% |
| New Zealand | 16.9% | 14.6% | 31.4% | 5.1% | 8.0% | 12.6% | 8.9% | 2.6% |
| Australia | 14.3% | 16.2% | 38.2% | 3.7% | 5.6% | 10.3% | 8.8% | 2.9% |
| Denmark | 23.8% | 7.9% | 36.5% | 4.6% | 9.4% | 8.4% | 6.6% | 3.0% |
| Finland | 24.1% | 8.7% | 30.2% | 7.3% | 7.1% | 6.5% | 9.0% | 7.1% |
| Norway | 22.0% | 7.3% | 37.9% | 5.1% | 11.8% | 6.1% | 7.0% | 2.9% |
| Sweden | 18.0% | 15.4% | 33.3% | 6.6% | 7.9% | 8.8% | 8.3% | 1.8% |
| AVG | 20.0% | 12.0% | 34.5% | 5.6% | 8.7% | 7.7% | 9.3% | 3.1% |
Conclusion
The study concludes that emotion plays a central role in consumer-brand interactions, and personalization is key to delivering positive experiences and fostering loyalty. Brands must focus on understanding and aligning with consumer expectations, delivering consistently, and providing meaningful personalization across all touchpoints. The data also shows that while brands have made progress in some areas, there is still a significant gap in understanding the emotional impact of their actions. By prioritizing personalization and emotional connection, brands can better meet consumer needs and build lasting relationships.
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