Redwood Shores, Calif.—Jul 30, 2019
People are upset and disappointed by the experiences brands are providing according to a new study conducted by Oracle in partnership with Jeanne Bliss, customer experience pioneer and founder of Customer Bliss. The new study, “One Size Doesn’t Fit All,” includes insights from over 1,100 U.S. consumers across four generations and found that 43% of people blacklist brands that fail to meet their expectations and that a lack of trust in brands is making it increasingly difficult to influence purchasing behavior.
“Relationships between brands and consumers begin when a customer has faith in a company and that trust must be constantly earned—it cannot be bought and can be easily lost,” said Jeanne Bliss. “As this study shows, consumers are attracted to brands that go the extra mile to deliver personalized experiences and are willing to take decisive action when their expectations are not met. The key takeaway here is that one size doesn’t fit all and if you invest in customer experience, your customers will invest in you.”
The majority of consumers (82%) have had an experience with a brand that is disappointing or upsetting and more than three quarters of consumers (78%) say they have had an experience where they were not satisfied with the customer service provided. As brands fall short, consumers are taking decisive action.
The study found that it is increasingly difficult for brands to influence purchasing behavior as consumers have very little trust in influencers, celebrities, politicians and tech-related sources such as social media, mobile advertising and voice-activated services.
Consumers are willing to pay a premium for personalized and novel experiences and more than half of consumers (57%) are comfortable sharing personal information to receive a better experience. But the majority of consumers do not expect brands to deliver.
When asked about their expectations of brands, consumers noted that they expect to have the flexibility and freedom to subscribe to products and services and the ability to return products or services for free that don’t meet expectations.
“True customer experience today is not a one-size-fits-all model and as this study shows, brands are increasingly having to operate in a world where customer understanding is at a premium and there is virtually no tolerance for mistakes,” said Rob Tarkoff, executive vice president and general manager, Oracle CX Cloud. “Brands are in a race against time to meet these ever-changing customer expectations and will need to take a data-driven approach to ensure they can make every customer interaction matter.”
Read the full report here.
This study was conducted on behalf of Oracle by the Data + Analytics Unit within H+K Strategies. The survey was fielded February 11-14, 2019 and surveyed 1,143 adults 18+ across the United States, evenly split between Generation Z adult (ages 18-24 years old), Millennial (ages 25-39 years old), Generation X (ages 40-54 years old), and Baby Boomer (ages 55-75 years old) age groups.
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Jeanne Bliss pioneered the Chief Customer Officer position, holding the role for over twenty years reporting to the Chief Executive Officer at Lands’ End, Allstate, Coldwell Banker, Mazda and Microsoft Corporations. Since 2002 Jeanne’s led CustomerBliss, a preeminent customer experience consultancy guiding companies to achieve customer-driven growth. Jeanne is the co-founder of the Customer Experience Professionals Association, established to advance the worldwide discipline of customer experience. Her best-selling books are Would You Do That to Your Mother? (2018), Chief Customer Officer: Getting Past Lip Service to Passionate Action (2006), and I Love You More than My Dog: Five Decisions that Drive Extreme Customer Loyalty in Good Times and Bad (2011).
H+K Strategies’ Data + Analytics Unit is a collective of passionate researchers, analysts and evaluators around the H+K network – helping you understand your audiences, uncover your insights and demonstrate measurable impact. As a trusted adviser to organizations around the world, we provide insights on reputation and issue management, strategic and corporate communications and public affairs. For more information, please visit us at hkstrategies.com.
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