Personalisation is the buzzword of the marketing world at the moment, and for good reason. If brands do not tailor their services to their prospective audience, those would-be purchasers will move on to another company that understands their needs.
The 2017 CX Trends Report by InMoment highlights the need for personalisation if companies want to connect with and retain their customers. More surprisingly, the survey indicates that brands still don’t fully understand consumers’ emotions when purchasing a product.
To compile the report, InMoment sampled 20,000 consumers and 10,000 brands over 12 different countries, including Australia and New Zealand. Such a substantial data set to work with allows marketers can gain vital insights into how consumers on three different continents compare and contrast to each other.
When asked what a positive brand experience feels like, the majority (38%) said they felt ‘satisfied’, with ‘reassured’ (14%) and ‘important’ (12%) ranking second and third respectively. When brands were asked the same question, they also said satisfaction was the emotion that was associated with positive experiences, yet at a much lower rate (26%) than consumers.
This was the first of many underestimations by the brands. Nearly 15% said that feeling “part of something special” was part of a positive experience, yet consumers reiterated that they’re not looking for something exceptional, but rather just something satisfactory. Alternatively, only 7% of consumers associated “part of something special” with a positive brand experience.
The main emotions associated with a negative brand experience from consumers’ viewpoints were disappointment (24%), frustration (23%), disrespect (20%) and anger (19%). Brands similarly said that disappointment (29%) was the main feeling associated with a bad experience, yet ranked disrespect (13%) and anger (10%) far lower than consumers.
This highlights a sizeable disconnect between consumers and brands. While brands can recognise their customers would be disappointed with a negative experience, they fail to realise that those emotions go beyond mere dissatisfaction and into palpable anger.
In an age where customers can jump onto social media and publicly criticise a company, brands need to better understand and manage the emotions associated with both the positive experiences as well as the negative ones.
Finally, respondents were asked to prioritise three different aspects of personalisation. Overwhelmingly, consumers in every country ranked personalised support as their first priority. Support was defined as “already knowing who you are and demonstrating strong knowledge of your recent interactions.”
Such an answer clearly shows that personalisation goes beyond addressing someone by name in an email – such tactics actually ranked last in the survey.
Consumers want the companies they’re choosing to buy from to know who they are and what they want; they desire a customised service, even from an international company. This survey proved that brands need to devote more time and resources to making new and loyal customers alike feel unique and important.