Conduent-2017年高科技行业客户体验情况（英文）-2018-42页-1mb

报告摘要

The State of Customer Experience 2017 Summary

Core Content Overview

This report provides an in-depth analysis of customer experience trends in the tech industry between 2015 and 2017. It highlights the shift in customer behavior, the growing importance of digital channels, and the challenges tech brands face in delivering a seamless, personalized experience across all touchpoints.

Main Findings

Customer Loyalty and Dissatisfaction:
- 45% of tech customers would switch suppliers if given the right incentive.
- 76% of customers share personal data with their tech suppliers, but only 41% feel these brands truly understand them.
- There has been an 8% decline in the percentage of customers who believe their tech supplier knows them.
Digital Channel Growth:
- Digital channels (email, website, website chat, social media) have seen a 65% increase in usage between 2015 and 2017.
- Social media and on-device help apps have experienced the highest growth rates (237.7% and 98.6%, respectively).
- Despite this growth, digital channels have the lowest satisfaction levels.
Preferred Channels:
- 51% of customers prefer digital channels, while 49% prefer traditional.
- The most preferred channels are:
  - Call center (27.1%)
  - Go in store (21.6%)
  - Brand website self-help (18.8%)
Customer Personas:
- DIY Heroes (24%): Digitally immersed, prefer self-help tools, and seek convenience and speed.
- Digital Conversationalists (27%): Use digital channels for communication, but are open to other methods.
- Conversationalists (49%): Prefer face-to-face or phone interactions, are less likely to use digital, and are more concerned about data security.
Actual Channel Usage:
- Website self-help is the most under-utilized channel, with 32.73% of customers who listed it as their preferred channel not using it.
- Social media and virtual assistants have seen significant actual usage increases, indicating a shift in customer behavior.
Trust and Data Concerns:
- Trust in tech brands is influenced by the type of channel used. Go in store is the most trusted (56%), followed by call center (50.9%).
- 48% of customers question the security of their data, and 30% fear being spammed.
- DIY Heroes are more likely to share data and expect personalization, while Conversationalists are more concerned about how data is used.
Customer Satisfaction:
- Customer satisfaction has dropped by 10% between 2015 and 2017.
- 75% of customers feel tech brands fail to provide support that encourages successful self-help.
- Brands must resolve customer issues within 10 minutes to significantly improve satisfaction.
The Customer Journey:
- The journey is becoming increasingly omnichannel, with customers using a variety of methods to interact with brands.
- DIY Heroes and Digital Conversationalists rely heavily on digital self-help, while Conversationalists prefer human interaction.
- Brands must ensure consistency across all channels to maintain trust and satisfaction.

Key Information

Customer Behavior:
- Customers are more frequent in their interactions with tech brands.
- The use of digital channels is growing rapidly, but satisfaction remains low.
- Customers are not using their preferred channels due to lack of education, unavailability, or perceived inefficiency.
Data Utilization:
- Customers expect a value exchange when sharing personal data, such as cost and time savings.
- Brands that fail to use customer data effectively risk alienating them and damaging the brand-customer relationship.
Omnichannel Strategy:
- Brands must adopt an omnichannel approach to meet customer expectations.
- A consistent experience across all channels is essential for customer satisfaction and trust.
Future Outlook:
- The report emphasizes the need for tech brands to evolve their customer service strategies to align with changing customer expectations.
- It suggests that brands must provide seamless, personalized, and secure customer experiences to retain loyalty and satisfaction.