Yes. One thing that’s clear is that consumers have very clear and high expectations of what they want from their online experiences, with a massive 82 percent stating that they would be most loyal to brands that can show that they really understood them and what they were looking for. Furthermore, 80 percent of those surveyed stated that if they believe a brand really “gets them,” they’re more likely to be loyal. This ties in with a recent research study by FastCompany, which showed that the most popular brands are those that focus on expanding their “share of emotion” rather than their “share of mind.”
However, personalisation will only get you so far and consumers are very much still focused on easy and seamless experiences – a whopping 90 percent of those surveyed say that they prefer brands that make their experience convenient. It’s also worrying to note that almost half of Australians who engage with a brand at least once a week (48 percent) say they have encountered issues such as slow and “glitchy” websites or a slow response from brands during a major online event, such as Black Friday or EOFY. This is particularly important considering 78 percent stated that they are likely to stop being loyal to a brand after “just one bad experience.”
Do marketers know what a good experience looks like?
Potentially not. Here’s where it gets interesting; the research report surveyed marketers and consumers separately, and it seems that the two groups have very different expectations when it comes to online experiences. Despite 90 percent of marketers claiming to deliver great customer experiences at scale, 54 percent of consumers disagree and say that most brands fail to meet their expectations in online experience. The problem? A lack of personalisation – 78 percent of consumers, in fact, say that experiences are too impersonal, while 73 percent feel that they are being treated as another generic customer.
While marketers may feel they’re doing a better job than they actually are, the report also showed that marketers are in agreement that improved personalisation is still critical, with 91 percent investing more in technologies that can provide added personalisation for customers in the next 12 months. Here’s to a more personal 2019.
To read the full Acquia CX Research Report, click here.