Medallia-消费者参与调查报告（英文）-2019.2-30页_1mb

Summary of A Medallia Study: CUSTOMER ENGAGEMENT NOW Real Time is the Right Time

Core Content

This Medallia study explores the evolving landscape of customer engagement, emphasizing the shift toward real-time, multi-channel, and digital-first interactions. It highlights how consumers, especially younger generations, are increasingly connected through a range of digital devices and expect brands to respond instantly and contextually. The report also discusses the inefficacy of traditional feedback methods and outlines three key strategies for brands to improve their digital engagement and business outcomes.

Key Insights

The Connected Consumer

• Digital Transformation: Consumers are now using a variety of digital devices daily, including smartphones, virtual assistants, messaging apps, connected TVs, and chatbots.
• Usage Trends:
  • 82% of consumers use connected devices, with younger generations (Gen Z and Millennials) at 92%.
  • There is an expected increase in usage for most connected devices over the next five years, except for smartphones.
• Technology Preferences:
  • Virtual Assistants: 49% of consumers use virtual assistants (e.g., Siri, Alexa), with younger generations using them more frequently.
  • Messaging Apps: 93% of consumers use messaging apps or text to communicate with their personal and professional networks.
  • Advanced Technologies: Consumers are showing interest in technologies like cloud-based services, IoT, and robotics, with the highest anticipated growth in driverless cars and connected home security.

Customer Feedback Goes Multi-Channel

• Preferred Channels: Most consumers prefer digital channels for feedback, such as email, social media, online chat, messaging, and apps.
• Usage Statistics:
  • 50% of consumers use email for feedback.
  • 32% use phone, 28% face-to-face, and 25% use social media or online reviews.
  • 26% use tablets, 26% use landlines, and 2% use wearables or other connected devices.
• Consumer Expectations:
  • 35% of consumers want to ask questions through messaging apps.
  • 35% want to give feedback via a brand's mobile app.
  • 21% want to live chat with a representative through a connected device.

Traditional Feedback Methods Are No Longer Effective

• Abandonment Rates:
  • 44% of consumers abandon customer feedback surveys.
  • 57% of those who abandon surveys do so because the survey is too long.
• Reasons for Abandonment:
  • Length (57%)
  • Too impersonal (20%)
  • Survey fatigue (14%)
  • Too personal (23%)
  • Unclear purpose (20%)
  • No resolution (22%)
  • Not mobile-friendly (14%)
• Expectations for Feedback:
  • 66% of consumers want to provide feedback on the channel they are currently using.
  • 54% expect companies to personalize communications based on past interactions.
  • 63% expect seamless transitions between channels when engaging with a business.

Three Strategies for Real-Time Engagement

1. Be Everywhere Your Customers Are
   Brands must adopt new channels (e.g., mobile apps, messaging, connected devices) and interact in real time to meet consumer expectations.

2. Influence the Experience While It Is Happening
   Consumers expect immediate feedback and action during their interactions. Over half of them want to provide feedback while the experience is still ongoing, and 52% believe that a negative experience could have been improved if real-time feedback was possible.

3. On-Demand Convenience in an Omnichannel Environment
   Companies must ensure that feedback can be given on the preferred channel, with seamless transitions between touchpoints and minimal effort from the consumer. This convenience is the most important factor for consumers when choosing a feedback channel.

Business Implications

• Digital Experience Gaps: 82% of consumers abandon digital tasks without completing them, citing issues like technical difficulties, complex processes, and security concerns.
• Opportunity for Improvement: Brands that design superior digital experiences can reduce operational and acquisition costs, and increase revenue.
• Consumer Demand: There is a strong demand for real-time, personalized, and convenient feedback mechanisms across all touchpoints.

Conclusion

The study underscores the importance of real-time engagement and the need for brands to adapt to the digital-first behavior of consumers. By leveraging the right channels, providing immediate responses, and ensuring a seamless, user-friendly digital experience, brands can enhance customer satisfaction and drive better business outcomes.