2024年消费者趋势报告.docx

ConsumerTrendsReportYourCXplaybookfortheyearaheadINPARTNERSHIPWITHQuaItriCSXMinstituteIntroductionAmidthebuzzandexcitementofAl,thisyear,sConsumerTrendsstudyisatimelyremindertoorganizationstonotlosesightofwhatmattersmosttotheirsuccesscreatinggenuine,humanecioswithcustomers.Thedesiretonectandbeunderstoodisinnateineveryinteractionwhetherit'sface-to-facewithteammates,onthephonewithagentsinyourntactcenter,orasconsumersscrollthroughyourwebsite.Our4thannualConsumerTrendsReport,basedonresponsesfrommorethan28,000consumersacross26countries,showsjusthowvaluablethosennectionsreallyare.Buthere'sthecatch-understandinghowtomakethosennectionsisgettingharder.Peoplearegivinglessfeedbacktothempaniestheybuyfrom.leavingmanyorganizationsblindtocustomerfriction.CXleadersmustrisetothechallenge,modernizinglegacylisteningprogramsthatrelyonsurveysalonetomeetcustomerswheretheyare.It'sthesechallengeswhereemergingtechnologieslikeAlofferthebiggestopportunities.Whetherit'sopeningtheaperturetonewsourcesofcustomerdata,unlockingintelligencebyunderstandingthedatamoredeeply,orprovidingfrontlineteamswithinsightsintothecustomerstheyserve,thepotentialfortechnologytoenhance,notreplace,humannnectionisincredible.Asyouplaceyourbetsin2024andbeyond,Ihopethisyear,sinsightsandadvicefromourteamofexpertsshinealightontheareaswhereyoucanhavethegreatestimpact.Consumerexpectationsareatanalltimehigh,andpeopleareplacingapremiumoncustomerexperiencesthatprioritizehumanconnection.Fororganizationsthatcandeliverseamlessomnichannelexperiencesfromtheirwebsitestotheircontactcentersandeverythinginbetween,it'sclearcustomerswillrewardthemwiththeirdollarsandlastingloyalty.bradAnderson1QualtricsPRESIDENTOFPRODUCTS,userExperience1ANDengineeringWhatwefound4Trend1/HumanconnectionisthefoundationofawinningAlstrategy11Trend2/Greatsen/icebeatslowpricesinthebattleforcustomerloyalty16Trend3/Digitalsupportistheweakestlinkinyourcustomerjourney22Trend4ZZConsumersdon'tgivefeedbackliketheyusedto.socompaniesmustlisteninnewwa28MethodologyTREND1HumanconnectionisthefoundationofawinningAlstrategyOur research found that consumers are still on the fence about Al-driven by a primary ncern that it will replace a human to connect with.That desire for human connection rings true in their channel preferences,too -with most still preferring to interact with human channels over digital, especially for high-stakes tasks like resolving an issue with a bill,and switching to digital for simpler,transactional activities like checking an order status.48%OF CONSUMERS ARE COMFORTABLE INTERACTING WITH ORGANIZATION'SOPINIONult,snotacaseofthefirstmoverswiig5butthebestmoverswinning.CompaniesthatgetAlright5thatapplyitinwaysthatmakethingseasierandmorepersonalforcustomers,willabsolutelywi.BRANDONHANSONtQUALTRICSAN AlCONTACTCENTERPRACTICELEADERHERESHOV/CHANNELPREFERENCESBREAKDOWNBYTASKSoasorganizationsscrambletodefinetheirAlstrategy,successwillbedefinedbyhowwellyouknowyourcustomers.Itstartswithunderstandingwhentheywanttotalktoahuman,whentheydon't,andthenleveragingAltoseamlesslymeetthosepreferencesastheymovethroughthejourney.CUSTOMERSSTILLPREFERHUMANSERVICECHANNELSOVERDIGITALHUMANINTERACTION62%DIGITALINTERACTION38%GETTECHNICALSUPPORTRESOLVEMISSUEWITHABILLBOOKANAIRLINETICKETPURCHASEANEWTVG£TSTATUSONANORDERYOUMADeSeLEeTANEWMOBILEPHONEPLANAPPLYFORANEWBANKACUMTSCHEDULEAMEOIeALAPPOINTMENTRECiVEADVICEFROMANURSE/DOCTORABOUTAMIttORISSUEHUMANINTERACTIONDIGITALINTERACTIONfiverr."WhileAlisapowerfultool5we,reseeingbusinessesstillrequireaprofessionalhumantouchtomaketrulyinnovativeandeffectivework.Weaimtohelpthembalancethistechnologywiththebestofhumaningenuitybypairingthemwiththerightfreelanceexperts/*MlCHALMILLERLEVI,FIVERRSENIORDIRECTORMARKETRESEARCHANDINSIGHTSCOMSUMeRSToP 3 CONCERNSLACK OF A HUMANTO CONNECT TO"AlwillenablCnstofocusonbeinghuman.Irnechallengefororganizationisidentifyingthetaskdoeswellandthetasksitdcoesnt,sc>ISAmaxVenker1QualtricsHEADOFPRODUCTMARKETING.DIGITALWhileAlwillundoubtedlyhelpyoumakesimple,repeatabletasksmoreefficient-somethingconsumerswelcome(73%arecomfortableusingAltocheckanorderstatus)aneffectiveAlstrategyisnotsimplydeployingmorechatbotsandautomatingtasks.InsteadlIooktothetechnologytoempoweryourfrontlineteamswiththetools,time,andinsightstobuildstrongerconnectionswithyourcustomersandmakethatabetterexperience,t.ABOUTAJADVICE"Organizationsmustunderstandcustomerneeds,preferences,andperceptionsandthenofferexperiencesthatmatchexpectations.ThatunderstandingW川helpyoudetermineifthatexperienceshouldbeAl-enabled,human-enabledorhumanssupportedbyAlinthebackground.*'MOIRADORSEY.QUALTRICSXMINSTITUTEPRINCIPALXMCATALYSTADVICE“Alofferstremendousopportunitiestoorganizationsthatimplementittho