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)

UK consumers agree brand trust is key to their hearts

Concerns about data safety takes a distant back seat

The 2018 UK Retail Trends Report surveyed 900 consumers in the United Kingdom to understand the state of trust and loyalty, as well as customer perception about retailers' attempts to offer more experiences versus simple transactions. The following themes emerged from the study:

• Trust and mistrust are earned
  Eighty-two percent of respondents said they believe trust is extremely important when deciding where to shop, but the report reveals that trust is about more than data and security. Fifty-nine percent of respondents say brands can earn their trust by simply delivering what they promised, while keeping data safe came in at just 11%, and other factors like personalisation and supporting shared values registered only in the single digits.
• Loyalty is alive, and well - complicated
  Nearly 80% of UK consumers consider themselves about the same or more loyal to brands than their parents. However in comparison to US consumers, UK consumers report being slightly more careful with their loyalty. For those consumers who see themselves as more loyal than older generations, the two top reasons were more variety (40%) and having conducted extensive research and experience with the brand/product (38%). While this may come as a surprise to many retailers, the story the data tell is that while consumer commitment may not come easy, the due diligence that goes into the process creates a particularly resilient form of loyalty.
• Bad experiences lead to brand breakups
  Twenty-six percent of UK customers said they only give a brand one chance to fail before they leave, seven points higher than what US consumers reported. Multi-market retailers should note that they have fewer chances to disappoint and recover with their UK customers than their American colleagues. However, nearly 45% of consumers said it takes several "really bad" experiences to leave, with 28% saying it's a matter of "growing apart."
• Loyalty and trust = more customer data
  Consumers who feel high levels of trust and loyalty said they were significantly more likely to share ratings (in the 85-90% range for both) and detailed commentary (nearly 70%) about their experiences. Conversations captured directly from customers can serve as early warning signals for product and marketing campaign failures, indicate emerging opportunities for competitive differentiation, and help brands allocate resources to the most essential areas of their business. This rich, qualitative data paired with digital intelligence is also the fuel for well-executed personalisation efforts.
• In-person Experiences Still Key, Younger Consumers Value Hybrid
  Nearly 60% of consumers said that their "recent, enjoyable" shopping experience was in a store, however Millennials have highest rate of reporting enjoyable digital experiences. Product quality was ranked the top retail interaction (35%) that elevates a mere purchase to an "experience," with personalised treatment in store following at 29%. Additionally, the report revealed that the younger the consumer, the more likely they are to have enjoyable retail experiences in the digital realm alone (31%), and as a hybrid blend of digital-physical (18%).

"Many retailers assume that today's empowered customer is stingy with their data, fickle with their spend and easily swayed by gimmicks and perennial sales, but the findings in our Retail Trends report tell a very different story," said Simon Fraser, Senior Director of CX strategy at InMoment. "The modern customer is more than willing to trust and reward brands that keep their promises, and on top of this, share their increasingly valuable feedback and other data. But like any relationship, trust and loyalty must be earned, and this is something that retailers across every industry must deliver on."

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)