Are brands in Asia Pacific delivering what customers want?
People want brands to make them smile and laugh, yet business leaders fear using humor in customer interactions according to the Happiness Report from Oracle and Gretchen Rubin, five-time New York Times bestselling author and podcaster. The research report that includes insights from more than 12,000 people across 14 countries, including over 5,000 from Asia Pacific (APAC), found that people are searching for new experiences to make them smile and laugh and will reward brands that embrace humor with loyalty, advocacy, and repeat purchases, and walk away from those that don’t.
It has been more than two years since many people last felt true happiness and they are searching for ways to be happy again, no matter the cost. Here are some findings from APAC respondents.
People want brands to make them smile and laugh, but business leaders are scared of using humor in customer interactions for fear of being canceled.
People will reward brands that embrace humor with loyalty, advocacy, and repeat purchases and will walk away from those that don’t.
“We’ve all been through some very tough years, and happiness around the world is lacking. We’re starved for experiences that make us laugh and smile, but brands can help,” Gretchen Rubin, five-time New York Times bestseller author and podcaster. “For brands looking to contribute to the happiness of their target audience, it starts with data and knowing your customers. Only then, can you bring the appropriate mix of humor, personality and brand experience that will drive loyalty and brand advocacy.”
“With people being ready to embrace the funny side of life, the role of brands for consumers has evolved,” said Fitri Abdullah, Managing Director, Oracle Malaysia. “As our research shows, most business leaders are seeing the value of establishing relationships with happier customers. By leveraging data analytics, brands are better equipped to get humour right and pave the way for higher brand loyalty.”
Learn more about this global report here.
Research findings are based on a survey conducted by Savanta, Inc. across the United States, the United Kingdom, the United Arab Emirates, France, Germany, Italy, Japan, China, Singapore, India, Australia, Mexico, Brazil, and Columbia between January 3-27, 2022. For this survey, 12,183 consumers, including 3,125 business leaders across marketing, sales and customer service, were asked general questions about the impact of the pandemic on happiness and openness to seeing an emotion like humor inserted into advertising, marketing, sales and customer service activities as part of the overall customer experience. The report targeted consumers and full-time business leaders 21 years of age or older. Respondents were recruited through a number of different mechanisms, via different sources to join the panels and participate in market research surveys. All panelists have passed a double opt-in process and complete on average 300 profiling data points prior to taking part in surveys. Respondents are invited to take part via email and are provided with a small monetary incentive for doing so. Results of any sample are subject to sampling variation. The magnitude of the variation is measurable and is affected by the number of interviews and the level of the percentages expressing the results. In this report, the chances are 95 in 100 that a survey result does not vary, plus or minus, by more than 0.9 percentage points from the result that would be obtained if interviews had been conducted with all persons in the universe represented by the sample.
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