2022年全球消费者趋势（英）-21页_1mb

2022 Global Consumer Trends Summary

Core Content

This document outlines the key consumer trends for 2022, emphasizing the need for businesses to rethink their approach to customer experience (CX) in light of evolving expectations and challenges. It highlights the shift in consumer behavior and the critical importance of listening, personalization, and omnichannel engagement to remain competitive and retain customers.

Main Points

1. Customers Have Had Enough, and They're Willing to Walk

• Consumer Sentiment: Customers are more likely to leave a company if their needs are not met, and they are increasingly willing to switch brands.
• Cost of Switching: The cost of switching brands is near zero, so companies must deliver exceptional experiences to retain customers.
• Financial Impact: 9.5% of a company's revenue is at risk due to poor CX.
• Positive Impact:
  • 3.5x more likely to purchase after a positive experience.
  • 5.1x more likely to recommend an organization after a positive experience.
• Bad Experiences: Businesses lose approximately $4.7 trillion annually due to poor CX.

2. Toss Out the Pre-2022 Business Plans

• Post-Pandemic Shifts: Consumer behavior has changed significantly since the pandemic, and businesses must adapt.
• Omnichannel Gaps: Many companies have not optimized their omnichannel experience, leading to fragmented customer journeys.
• Digital Growth: E-commerce and digital adoption have surged, and physical stores are evolving in function.
• Consumer Expectations: Customers now expect seamless, consistent experiences across all channels.
• Key Areas for Improvement: Prices and fees, customer service, product capabilities, ease of use, online resources, and the buying process.

3. Consumers Will Stop Engaging Unless You Take Action

• Feedback Expectations: Consumers expect companies to listen and act on their feedback.
• Two-Way Relationships: Customers want to feel their voice matters and that they are valued.
• Feedback ROI: Tracking the return on investment of customer experience helps identify performance impacts.
• Actionable Insights: Unstructured data (e.g., sentiment, effort, intent) should be connected to structured metrics like CSAT, CES, or NPS.
• Recommendations:
  • Listen wherever customers are.
  • See the whole picture by incorporating indirect feedback.
  • Track the ROI of experience to guide improvements.

4. Treat Customers as People, Not Commodities

• Personalization Expectations: Customers expect personalized experiences, even if not one-to-one.
• Relationship Building: Companies should interpret customer signals and tailor responses to meet individual needs.
• Consumer Preferences:
  • 62% of consumers believe businesses need to care more about them.
  • 60% would buy more if businesses treated them better.
• Recommendations:
  • Turn data into insight by creating a 360-degree view of customer experiences.
  • Sense and respond to friction points in customer journeys.
  • Make one-to-many interactions feel one-to-one by using experience-based segmentation.

Key Information

• Survey Data: The report is based on a global survey of 23,000 consumers across 23 countries, with 1,000 respondents per country.
• Focus Areas: Companies should prioritize pricing, time to value, and convenience.
• Technology Role: The right infrastructure and tools are essential for scaling personalized experiences.
• CX as a Priority: The importance of CX has grown significantly, and businesses must treat it as a strategic imperative.

Recommendations

• Radically Overhaul Customer Service: Move away from one-size-fits-all approaches and offer tailored support across preferred channels.
• Think Customer, Not Channel: Focus on the end-to-end customer journey, breaking down silos between channels.
• Make Agile Your Default: Use technology and data to support teams and respond quickly to customer needs.
• Personalize at Scale: Leverage customer data to create meaningful, personalized experiences without excessive human intervention.

Appendix

• Methodology: Data was collected through an online survey in September 2021.
• Demographics: Quotas were set to ensure the data reflects the population in terms of gender, age, and income across the 23 countries surveyed.