Insights About Today's Connected Consumer


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Digital Roots partnered with Execs in the Know to survey more than 500 consumers about their customer experience with brands in our second installment of the Customer Experience Management Benchmark Study. In this survey, we explored the expectations that consumers have when communicating with brands and how those expectations measure up to the customer care strategies and tactics that brands implement. Information expressed in the survey shows the contact methods that satisfy consumer expectations and the importance of immediacy and personalization in generating brand loyalty. The research shows the differences in preference between traditional, social media, mobile and interactive as contact channels for consumers. These insights are important for organizations to understand as they look to create positive customer experiences and customer care initiatives for the ever-changing consumer.

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Insights About Today's Connected Consumer

  2. 2. EXECUTIVE SUMMARY In this age of fast-paced communication and information overload, consumers are more connected than ever. They expect to be able to interact with brands and share feedback about their customer experience with organizations and the world through digital media. And they expect brands to return the favor. In our second installment of the Customer Experience Management Benchmark Study, we surveyed 500+ consumers about their customer experience with renowned brands. From our research, we’ve found that meaningful customer relationships result in deeper consumer consideration and brand loyalty through the following topics and key insights: The comprehensive review will include generational, gender, and vertical analysis. Noteworthy are the generational differences between how Millennials, Gen Xers and Boomers communicate with brands. Coupled with findings about how companies are supporting the connected consumer, they paint a comprehensive picture of consumer’s brand expectations. These insights are imperative to brands in understanding how to capitalize upon the shift in customer experience and servicing models. These themes will be explored in detail from Sept. 9-12, 2013 at the Customer Response Summit in Detroit, presented by Execs in the Know. Millennials: 18-34 Gen X: 35-54 Boomers: 55+ • Why consumers follow and interact with brands • How consumers prefer to contact brands through social media, mobile, interactive and traditional communication methods • The importance of immediacy and personalization in achieving customer satisfaction
  3. 3. Employee Survey Results - Sutherland Impact Report MEET YOUR CONNECTED CONSUMERThe following infographic details demographics of the Connected Consumer, their expectations, and what drives their brand loyalty. expectationsbehaviorinteractionsloyalty 80% o f c o n s u m e r s w i s h t h a t companies provided more helpful information on their websites for self-help, ratings and reviews 72% of consumers wish more companies offered the ability to interact with them via SMS 62% of consumers are more likely to purchase a product if they see a company responding to consumers on community sites 90% of consumers expect companies to have mobile apps that help manage their product or service experience. Social media visits Mobile app usage Social media posts 63% 24% vs Millennials Boomers 47% 11% vs Millennials Boomers 41% 11% vs Millennials Boomers “PERSONALIZED SERVICE” What Connected Consumers stated as the main driver of their brand loyalty Phone and Chat were noted as the most personalized customer service channels by boomers and Gen Xers 80% of Millennials expect companies to reply within 12 hours after contacting them via social media 72% of females and 62% of males responded that visiting social media pages for issue resolution impacted brand loyalty 50/50 Consumers are just as likely to like or follow a brand via social media because they are "true fans", or brand advocates, as they are to like or follow a page to receive customer service ("service fans”) Phone is the most personalized channel among all generations, but social media is a close second for Millennials 62% of Gen Xers expect a 12-hour reply time 56% of Boomers expect a 12-hour reply time