PROVO, Utah and SEATTLE, May 3, 2021 / PRNewswire / – New research from Qualtrics (Nasdaq: XM), the global leader in experience management (XM) and inventor of the XM category, shows how consumer behavior and expectations will change after the pandemic, and why companies need to focus on creating new experiences that meet consumer needs now and in the future.
The new study from Qualtrics Experience Management (XM) institute “2021 Global Consumer Trends” examined the prospects of more than 17,000 global consumers in 18 countries. The study reveals how companies need to rewrite their playbooks to deliver great online, personal, and hybrid experiences, and to attract and retain loyal customers.
“Our research shows that consumers are no longer what they were,” he said Bruce Temkin, Head of the Qualtrics XM Institute. “Consumers have adapted to a new digital-first landscape, and the experiences they have with brands across digital channels have a direct impact on their purchasing decisions. To be successful, companies must prepare for the future, instead of trying to recreate the past. ”
Global highlights:
- Consumers have been digitized and most of them are not returning. The pandemic forced consumers to go digital almost overnight. More than 75% of consumers switched to online channels to run errands and stay connected. For example, 24% of consumers first met family and friends through online videos, 21% of consumers started ordering groceries online, and 18% took their first online course. According to the study, activities where consumers find a sense of belonging and community, such as attending religious services, are more likely to return to personal activities. Consumers in 13 out of 18 countries prefer personal religious services and consumers in 11 out of 18 countries prefer personal fitness classes. Consumer in Hong Kong, India, and Thailand are most likely to be able to accelerate their daily use of technology while consumers are in Germany and Spain are least likely to continue adopting digitally.
- Customer service and corporate social responsibility are differentiators. Consumers are more critical than ever in their purchasing decisions, and businesses need to do more than market the quality or price of their products and services: 23% of consumers would prefer to buy from an organization that treats them well, and 16% would do a corporate social responsibility purchase.
- Consumers increasingly expect great experiences across multiple platforms. Businesses need to invest in providing quality customer service and meeting customers where they are online, in person, or somewhere in between. For example, to schedule a doctor’s appointment, 38% of consumers prefer to do so by phone, 36% via self-service methods, 18% in person and 8% via online chat.
- The global democratization of digital experiences will continue. Emerging markets like Brazil, India, and Thailand, made the most significant shifts to online activities. For example, online ordering of meals and digital personal banking will continue to accelerate worldwide. Emerging markets are even more likely than developed countries to continue pushing for online education.
- Consumer satisfaction is directly related to trust and advocacy. Positive experiences encourage consumer confidence and representation. Consumers who have good experiences with organizations in critical industries such as education systems, hospitals / medical clinics, and government agencies are more likely to trust them. And when consumers trust an organization, they are more likely to recommend it to friends and family as a way of attracting new customers. Industries that meet consumer transactional needs, such as entertainment and food, are most likely to be recommended based on positive experiences.
Consumer expectations will continue to change as the world adapts to a post-pandemic environment and organizations need to be prepared. You need experience data that consumers say they actively want to hear and expect from their customers, and shape the experiences that will attract and keep them.
Additional information:
About Qualtrics
Qualtrics, the global leader in experience management (XM) and developer of the XM category, is changing the way companies manage and enhance the four core experiences of business customers, employees, products and brands. Over 13,500 companies around the world use Qualtrics to hear, understand, and act on experience (X-Data) data to uncover the beliefs, emotions, and intentions that tell you why things are happening and what you are against have to do. The Qualtrics XM Platform is a system of action that enables companies to attract customers who stay longer and buy more, engage employees who build a positive culture, create breakthrough products that people love, and build a brand that people are passionate about to have. To learn more, please visit qualtrics.com.
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SOURCE Qualtrics
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