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)

Millennials are quickest to 'buy and try' online

But their next move depends on your customer service

This finding points to strong and essential human connections between shoppers and retailers (online and traditional), even if that means it taking different forms. The survey also uncovered some surprising findings related to millennials and customer support interactions with retail brands through new technologies, and security/data protection as it relates to shopping.

Among the highlights of the survey's findings:

1. Customer Experience Is As Important as Quality or Price in Retail
   Two-in-three (66%) American consumers agree that when they make a purchase, customer service is as important as the product quality or price. However, the level of importance varies across generations: Boomers (71%) and Gen Xers (67%) are more likely to echo the sentiment than Millennials (60%).
2. Don't Cross A Millennial or Risk A Negative Review
   Millennials (55%) are more likely to write a negative review online if they've had a poor experience with a brand's customer support compared to boomers (38%). Millennials are also more likely to take advantage of a retailer's goodwill efforts to make up for a bad experience. Roughly one-in-four (24%) millennials say they have falsely reported an unpleasant experience to a customer service department while shopping with the expectation of a discount or coupon, while fewer Gen-Xers (14%) and boomers (2%) say the same.
3. 'Breach Fatigue Epidemic' Is Numbing Shopper Fears
   77% of respondents were somewhat or very concerned with privacy and security of their personal data when shopping online. However, when asked if a large, public security breach would impact their desire to buy products or services from the company affected, only one-in-three (29%) said it would significantly. When we examine this statistic more closely, Boomers (33%) are more likely than Millennials (24%) to say they would not buy any products or services from a company that was recently a victim to a large-scale data breach - indicating the younger generation is less likely to change their shopping habits due to security concerns.
4. Huff and Puff, But Brick and Mortar Shopping Not Blowing Down Just Yet
   In the last three months, consumer have made purchases across all channels - in physical retail stores (69%), online via laptops or tablets (65%), and on their smartphones (30%).
5. AI Is Not A-OK
   Many believe artificial intelligence (AI) will eventually replace humans in helping consumers address support and service questions and issues. However, 58% of consumers surveyed reported that chat bots are not as effective as they could be. The majority (56%) of Americans surveyed prefer to chat with a service representative as a way to resolve issues, and by generation Millennials (63%) and Gen Xers (62%) are more likely to prefer brands with online chat for issue resolution than Boomers (45%).

"Online as well as bricks-and-mortar retailers are wise to optimise their support through real-time communications built on smartphone-era technology," said Anand Janefalkar, founder and CEO of UJET. "Consumers enter their support requests through a variety of entry points and companies must meet them wherever and whenever they demand help to create loyalty."

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)