Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business. You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy.

Get it on Amazon (Kindle/Print)

Brand loyalty is far from dead - it's just more complicated

More ways brands can earn the loyalty of the customer

The 2018 Retail Trends Report surveyed 1,300 U.S. consumers, and found that those who considered themselves less loyal than their parents cited more choices (54%), with 37% saying it was because they have more information.

But choice and education cut both ways: for consumers who felt they were more loyal than mom and dad, 42% said it's due to doing more research and having first-hand experience, with 35% saying its because they have a larger variety of choices. The message to retailers: be transparent with information, and ensure what you have to offer has unique and compelling value for your customers.

When asked to describe their style of loyalty, consumers reported the following:

• 60% share the love. The majority of consumers say that while they aren't singularly committed, they are faithful to a "select" number of brands or products. For example, while they may not purchase all of their fitness clothing from a single brand, they do buy their running shoes from the same brand faithfully. Loyalty is connected to specific value offered by a product or service.
• 23% play the field. The study found 23% of consumers say they aren't loyal to specific retailers or products. Instead, these consumers tend to make purchasing decisions in the moment depending on new products/services, price, offers/sales, recommendations, etc.
• 17% are monogamists. The mythological (and perhaps, nonexistent) loyal consumer is a rare find, but they do exist. However, only 17% of consumers classified themselves as "fiercely loyal" to a handful of brands - typically one per category.

According to Andrew Park, senior director of customer experience strategy at InMoment, these findings reveal a complex and varied definition of loyalty that brands must understand and respect if they hope to build high-value relationships. "The holiday shopping season provides a great opportunity for retailers to begin building genuine relationships with their new and existing customers that last far beyond December. The brands that stand out during the holiday shopping frenzy are the ones that have been listening to and collecting authentic and direct feedback from customers all year and use this feedback to inform experiences their customers desire most. Whether it's as complex as a popular e-retailer opening a holiday pop-up store or as simple as offering layaway options, when customers recognise they're a priority and co-creators of a brand's reputation and value, they"re much more likely to be and stay loyal for the long haul."

The full report with all of the findings has been made available for free download from InMoment's web site, here: http://get.inmoment.com/2018-cx-retail-trends

Have you seen The Customer Experience Factbook?

In this 180+ page report, you'll find all the information and support you need to build a profitable, effective CX Improvement Program that spans every part of your business.

You'll be able to implement and manage meaningful and profitable change, and grow your bottom line despite a slowing economy. Grab this goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, technologies, research, suppliers and partners, plus all the supporting arguments you need to build a solid CX strategy.

While most marketers could list maybe a dozen key points for improving their brand's Customer Experience (CX), the researchers and writers at The Marketing Factbook have identified FORTY main 'CX Keys' which will help you drive your customers to new levels of delight, loyalty, advocacy and profitability.

The areas in which customers have direct contact with your organization are perhaps the most obvious places in which CX improvements can be made, and this report addresses all 24 of these 'Direct CX Keys', applicable to offline and online businesses alike.

At the same time there are many other areas that indirectly affect CX (such as the supply chain, policies and processes) in which every business can make simple but far-reaching improvements. This report guides you through the problems and solutions for all 16 of these 'Indirect CX Keys', many of which are often forgotten or under-played even in the best CX strategies.

Get it on Amazon (Kindle/Print)