Digital customer 2017 research
Since 2010, our research into global consumer behaviour has helped senior decision-makers develop successful strategies for digital transformation and customer communications. Whether it’s contact by phone, email, internet self-service, web chat, social media, chatbot or video, the latest Digital customer 2017 research reveals what consumers around the world want from the organisations they deal with.
The 2017 research, which was conducted in partnership with Cisco, explores consumer behaviour across 10 countries, and reveals a major shift in how people want to communicate with organisations. The title of the report, Chat, tap, talk, reflects the emergence of type-based messaging – via email, web chat, chatbot or social media. But these new contact channels sit alongside, rather than replace, the traditional ‘talk’ channels of phone and face-to-face, which still remain popular with consumers.
'Chat, tap, talk: Eight key trends to transform your digital customer experience' identifies some of the challenges your business might be facing, but also highlights the areas to focus on. Our research shows how organisations need to build customer journeys that satisfy traditional as well as new communication needs, but in a way which allows for interchangeable journeys where consumers can choose their preferred channel depending on where they are, what they are doing, and which device they are using.
Here’s an example of what we’ve found:
Download the full report to find out what customers expect from you.
The convenience and control that digital channels give customers is changing their behaviour. With each channel offering different ways of interacting with brands it’s vital to understand how and why customers are using them. Constructing customer journeys that blend both new and old channels seamlessly are becoming vital to reimagining the customer experience for the digital age.’
- Dr Nicola Millard, Head of Customer Futures and Insights