Experience 2030: Has Covid 19 created new user types?
With the new survey conducted by SAS on their purchasing habits and brand practices with 10,000 consumers in the EMEA region, a perspective was prepared on what kind of customers we will face in 2030.
This survey reveals that COVID-19 is reinforcing the importance of customer experience in purchasing habits. We have summarized the critical outputs of the research for you below:
1 - During the pandemic, 61% of customers are willing to pay more for a better customer experience. However, if one-third of customers have had any bad experiences, they will abandon the brand. He says they can leave.
2- Customers' definition of "a good customer experience" varies. For 51%, a good customer experience means low prices and discounts; however, a very close majority (44%) describe a good customer experience as accessibility and quality. Other than these, the most preferred definitions in order: Convenience; the responsibility and closeness of the institution; responsive, friendly and helpful customer service. The discourse of the best price - if it is not supported by features such as content, quality, and convenience - loses its importance day by day.
3- 30% of customers think that their experience has improved during the quarantine period, and 14% think that the quarantine period has worsened their customer experience. In terms of customer experience, the biggest improvement belongs to Saudi Arabia (63%).
4- While the level of customer experience development varies according to the sector and business subject, the strongest sectors of the quarantine period were markets, food companies, health services and online retail. Considering the negative effects of the pandemic on the workforce and supply chain, these The developments are quite impressive.
5- Due to the obligations of the pandemic, many customers who have not experienced it before have started to use digital channels. 70% of these customers plan to use these services after the pandemic and want to benefit more from the opportunities offered by the digital world. In this respect, the biggest development opportunity belongs to the Saudi Arabian and Spanish markets, which are leading the way with the acquisition of new digital customers.
6- While online banking users grew by 16% from 2016 to 2020, the growth in only three months of the pandemic was 14%. There has been tremendous growth in such a short time.
7- With the prominence of digital channels, the areas of responsibility of brands have increased in terms of assistance and support. It has become critical to make sense of each customer's journey individually. It has been proven that the only way to do this is to combine offline and online data, take analytical and, where necessary, real-time decisions and take swift action to deliver AI-powered customer recommendations with personalized communications.
To access the full report: https://www.sas.com/sas/whitepapers/has-covid-19-created-a-new-kind-of-customer.html