2nd Edition SELLIGENT GLOBAL CONNECTED CONSUMER …...CONSUMER INDEX 5,000 global consumers share insights on ... but doing so necessitates that we give up some of our privacy. After

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SELLIGENT GLOBAL CONNECTED CONSUMER INDEX5,000 global consumers share insights on their behaviors and the tech trends that influence brand interactions

2nd Edition

CONNECT, CREATE MEANING, MATTER, MAKE A DIFFERENCE, BE MISSED.

Seth Godin

INTRODUCTION

WHY READ THIS REPORT

10 GLOBAL HIGHLIGHTS

SURVEY FINDINGS

KEY TAKEAWAYS

REGIONAL SPOTLIGHTS

METHODOLOGY

5

6

7

8

24

26

34

4

We live in an age when technology empowers us to deliver highly personalized experiences,

but doing so necessitates that we give up some of our privacy. After all, to be known requires

that you let yourself be known.

Brands and consumers are exploring new territory; consumers expect brands to know

them, yet are wary about privacy. This signals that businesses have more work to do to truly

understand just how, when, where, and to what extent consumers want them to get close.

What’s friendly and helpful? What's intrusive or creepy? How close is too close and when is it too soon to get close? This is something, as an industry, that everyone is trying to figure out: how do you balance privacy and personalization?

It's also key to align marketing, sales, and service to create a unified and complete customer experience. And there is no shortage of challenges for businesses: rising consumer expectations, data silos, resource and time constraints, the ability to prove ROI, complexity of technologies and connecting many different platforms --- the list goes on. Unless brands maximize every moment with consumers, they risk losing out to a competitor who does it well.

It’s time to think differently and challenge the status quo, including how your company utilizes social media marketing, your privacy assumptions, and just what personalization can and should feel like to consumers.

Navigating this complex journey is easier when you ask questions and listen directly to what consumers have to say. The second edition of our Selligent Global Connected Consumer Index provides insight into what consumers think today about personalization, privacy, social media, and emerging technologies – and how brands make them feel.

I invite you to have a look and rethink how you can strike the right balance between privacy and personalization, to deliver consumer value and the ultimate customer experience.

JOHN HERNANDEZCEO, Selligent

MARKETING IS LIKE

A FIRST DATE.

IF YOU ONLY TALK

ABOUT YOURSELF,

THERE WON’T

BE A SECOND ONE.

[CX] encompasses every touchpoint consumers have with your brand – from the ads they see, the emails they receive, how easy it is to use your app and website, in-store ambience, interactions with staff – to how pleasantly (and quickly) a business resolves an issue – the sum of all the parts creates the whole experience.

CUSTOMER EXPERIENCE

5

6

Today’s connected consumer expects highly personalized experiences that feel effortless and that respect his or her privacy.

BUT HOW

DO YOU

STRIKE THIS

BALANCE?

In this report, uncover how consumers feel about the way brands are using social media, voice-enabled devices (“voice assistants”), and what they find helpful versus creepy when it comes to personalization.

Use this information to inform your own company’s strategy and find out how AI-powered platforms can help you create ultra-personalized experiences that are relevant and maximize every moment with your consumers.

WHY READ THIS REPORT

7

10 GLOBAL HIGHLIGHTS

RISING CUSTOMER EXPECTATIONS

PERSONALIZATION AND CX

CHANGING PRIVACY-DRIVEN BEHAVIORS

90%96%

expect a resolution within 24 hours

expect brands to respond within 24 hours of a flagged issue

51%71%

are willing to share personal data for more personalized CX

believe personalization is very important

41%74%

reduced social media usage due to privacy concerns

say privacy is more important than online experience

45%71%

use voice assistants

expect customer service to know their story after first contact

69%51%

find it creepy when they receive ads from voice assistants based on unprompted cues

worry voice assistants are listening without consent

PRIVACY AND PERSONALIZATION: THE VALUE EXCHANGE

Tailor responses and personalize interactions to maximize consumer engagement. Provide value in exchange for personal information to improve customer satisfaction and loyalty.

TAKE ACTION

Personalization that honors and respects consumers’ desired level for privacy is the key to delivering experiences that feel “just right” to consumers. Consumers are willing to share more personal information in exchange for a personalized experience that feels right.

51% are willing to share personal details for a more personalized experience

Though more privacy-wary, younger generations are more willing to share personal details if it means getting a more personalized experience.

56%

57%

51%

38%

18-24

25-35

36-54

8

55-75

SURVEY FINDINGS

9

41% have reduced social media use due to privacy concerns

32% have quit at least one social media platform due to privacy concerns

The younger the consumer, the more social media-averse.In the last 12 months:

Consumers are adjusting their social media behavior due to privacy concerns.

40% 17% 18% 16% 9%

Social media platforms abandoned:

10

REDUCED social media use due to privacy concerns

QUIT at least one social media platform due to privacy concerns

52% 43%

48% 43%

39% 28%

28% 16%

18-24

25-35

36-54

55-75

It’s important to note that while privacy concerns are rising, it is not enough to curb social media usage overall, as close to two-thirds of respondents have not changed their habits.

Address privacy concerns, be cognizant of consumers’ age group and preferred social channel, and drive social strategies accordingly.TAKE

ACTION

11

Marketers must understand consumers’ privacy concerns more than simply adhering to privacy regulations. Provide transparency into the data that’s being collected and why, and retain only data that adds value to the customer’s experience.

TAKE ACTION

With the focus on the General Data Protection Regulation (GDPR) in Europe over the past couple of years, one might expect European respondents to be more concerned about privacy and social media use. However, the study reflects similar sentiment and behavior pattern changes across regions.

REDUCED

40%43%

31%33%

EUR

OP

E

EUR

OP

E

NO

RTH

AM

ERIC

A

NO

RTH

AM

ERIC

A

QUIT social media due to privacy concerns

social media due to privacy concerns

THE GDPR EFFECT: A REGIONAL COMPARISON

FACEBOOK

INSTAGRAM

TWITTER

SNAPCHAT

OTHER

43%38%

20%14%

15%20%

14%18%

8%10%

12

45% of global respondents use voice assistants

The use of voice assistants and devices such as Apple’s Siri, Amazon’s Alexa, and Google Home, is growing and so have concerns about these devices improperly listening to conversations.

12

Privacy is a clear concern and one that consumers are willing to change their online behavior to address. Be proactive and openly address these concerns to continue to build trust. This becomes even more critical as you need more, not less, data to deliver the personalized experiences your consumers expect.

TAKE ACTION

49

%

47

%

43

%4

3%

41

%

No

rth

A

me

rica

51

%

36

%

28

%

Ital

y

Sp

ain UK

Fran

ceG

erm

any

Be

lgiu

m

Ne

the

rlan

ds

VOICE ASSISTANTS ARE A CAUSE FOR CONCERN

13

58%

57%

48%

36%

51% of global respondents worry that their voice assistants are listening to them without their consent

18-24

25-35

36-54

55-75

Younger generations are more suspicious of voice assistants listening without cues:

PERSONALIZATION REQUIRES A THOUGHTFUL BALANCEKNOW AND RESPECT MEConsumers have made it clear. Despite their concerns, they expect brands to deliver highly personalized experiences across every touchpoint. Fail to do so and they leave.

Despite their higher concern over privacy, younger generations have grown up in the

digital era and expect brands to deliver

very personalized experiences. Older

generations have less expectation

and experience with personalization – but

still value it.

71%agree that a personalized experience is very important

80%

80%

70%

52%

18-24

25-35

36-54

55-75

14

HELPFUL OR CREEPY WHEN A BRAND:

Consumers find it helpful when brands engage as a response to their actions, but find it creepy or intrusive when brands make the first move. Be mindful of not overreaching when it comes to consumer interactions and elicit and respect consumer feedback and preferences. Emerging channels like voice assistants can be effective, but are naturally more invasive, so start small; solicit feedback, test demographics, and let consumers guide you on their engagement preferences.

TAKE ACTION

69%

Targets ads to me based on what I’ve said in conversations without prompting Siri/Alexa/ Google Home

71%

Asks me

how I liked

my last purchase

Targets ads to me based on what

I’ve recently liked/favorited/saved/

pinned/retweeted on social media

53%

Proactively recommends

products they think I’d be interested in based on previous

purchases

64%

Offers me deals on

things I’ve searched for,

but haven’t purchased

64%

Targets ads to me based on what I’ve recently asked Siri/Alexa/Google Home

52%

15

SOCIAL, ECOMMERCE, & THE OMNICHANNEL CUSTOMER EXPERIENCE

The majority of consumers are already knowledgeable and prepared by the time they enter the store. Provide a holistic experience by having a 360-degree view of the customer and offer the same recommendations no matter where they interact with your business.

TAKE ACTION

Social media has become a mainstay of marketing and, increasingly, customer service interactions. As social media has matured and consumers use it more judiciously, it may be time to rethink how your brand is using it to augment experiences.

THE ONLINE-OFFLINE CUSTOMER JOURNEY

want recommendations and purchase in-store

50%

of consumers are more influenced by their own research than information provided by a brand

78%

research online and prefer in-store purchase

64%

research and purchase online (all digital)

61%

16

Understand consumers’ preferred channels and reach them where and how they want. Rethink online advertising to ensure that ads are relevant, contextual, timely, and personalized.

TAKE ACTION

YOUNGER GENERATIONS MORE INFLUENCED BY SOCIAL ADS

Purchase decision influenced by ads on

social media in the last six months

41%

Spent money via a social media ad in the last six months36%

47%

48%

33%

19%

53%

54%

38%

18-24

25-35

36-54

22%55-75

useful or informative

worst thing about social

media

somewhat annoying

23%23%

12%

42%

neither useful or annoying: social media ads don’t

bother me

Consumers' reaction towards social media ads:

17

WHY CONSUMERS CONTACT CUSTOMER SERVICE

Imagine a world where a company is proactive and can anticipate your need about a new service or product before you even speak to customer service. And, at that moment, sends you a proactive push notification with information on what you were researching. That’s delivering continuous value to the consumer. That’s the ultimate CX.

TAKE ACTION

55-75

18-24

25-35

36-54

Contact customer service

Publicly complain on social media

Abandon the brand altogether

Find information online and

trouble-shoot/fix the issue myself

6%

6%

4%

2%

39%

31%

27%

22%

48%

56%

62%

67%

8%

8%

8%

10%

18

make a return

follow up on an order/check on shipping status

ask a question about a service or product

21%26%

14%

40%

complain

Preferred way to resolve an issue:

WHEN IT COMES TO SERVICE, HUMAN INTERACTIONS WIN Customer support plays a vital role in the customer experience, with the contact center at the heart of it. While many are experimenting with bots and automated self-serve options, consumers are loud and clear that when they engage customer service, they want to talk to a human.

Consumers still prefer to speak to an agent on the phone. They also expect a human to respond, regardless of channel. Use the right technology to shorten time to resolution. Apply AI and machine learning to proactively push notifications to customers before they even pick up the phone with an issue.

TAKE ACTION

45%

25%37%

25%19%

3%

2%

3%

1%

41%An agent on the

phone

Email

Chat on a brand’s website

Social media like Facebook or Twitter

SMS/text messaging

NORTH AMERICAEUROPE

43% of consumers worldwide prefer to start their customer support interaction via an agent on the phone

19

20

MOUNTING PRESSURE FOR FASTER CUSTOMER RESPONSE AND RESOLUTION

35% 43% 30% 34%

EUR

OP

E

NO

RTH

AM

ERIC

A

EUR

OP

E

NO

RTH

AM

ERIC

A

expect a response in less than one hour

expect an instant resolution

96% of consumers expect a

response from customer service in 24 hours or less

90% expect a resolution in 24 hours or less

74%of consumers do not trust brands that do not reply to customer service or social media complaints

HOW DO CONSUMERS PREFER TO ESCALATE AN ISSUE?

Be proactive by using technology that understands the end-to-end view of a customer and their every interaction with a brand.TAKE

ACTION21

58% prefer speaking to an agent on the phone

51% 68% 34% 16%

EUR

OP

E

EUR

OP

E

NO

RTH

AM

ERIC

A

NO

RTH

AM

ERIC

A

speak with an agent on the phone email

HAVE A 360º VIEW OF THE CUSTOMER Consumers expect vendors to have historic information about previous interactions – and for that information to be in the system so they don’t have to repeat their story from scratch if they get transferred.

71%of consumers expect companies to have all information about them with an escalated issue

Customers don’t care which department they interact with, they just want a seamless experience. Connect marketing, sales and service through an intelligent platform, for a 360º view of the consumer that can deliver ultimate CX.

TAKE ACTION

22

THREE STRIKES AND YOU’RE OUT When asked how many negative experiences it would take to abandon a brand altogether, consumers are not generous.

54%of respondents will abandon a brand after 2-3 negative experiences

1 and I'm out

2 - 3 experiences

>5 if I'm satisfied with the resolution

I stick it out if I like the brand and they make up for it

NORTH AMERICAEUROPE

15%28%

60%48%

15%13%

10%11%

Own up to customers' negative experiences. Empower teams with the intelligent tools needed to deliver seamless, omnichannel experiences that address issues quickly.

TAKE ACTION

23

KEY TAKEAWAYS

Today’s connected customers value and desire highly personalized experiences, but need brands to strike a balance when it comes to their privacy.

Consumers want relevant experiences and interactions that take place on the right channel, at the right moment. Brands that do this deliver value to the consumer, and ultimately increase loyalty and retention.

Use a technology platform that enables you to create the ultimate customer experience and just the right amount of personalization without the creepy effect.

• Understand consumer usage and preferences

• Know where they are, what channel to interact with, and at what level

• Improve response and resolution rates to meet and exceed expectations

MAXIMIZE EVERY MOMENT WITH TODAY’S CONNECTED CONSUMERS

1Understand that expectations for connected consumer experiences are high

• Strike a relevancy balance between personalization and privacy by openly addressing concerns and showing value in exchange for sharing personal info

• Provide the right offer or service at the right time

• Listen to consumers’ preferences to avoid being intrusive

• Create customer experiences that feel holistic and connected

• Be consistent regardless of the department consumers decide to interact with

• Use AI-powered platforms to deliver ultra-personalized and highly relevant content and experiences

3Deliver seamless omnichannel experiences

2Provide consumer value through relevance

Choose a trusted partner – one that understands your business and your challenges; that enables you to deliver value and a new level of personalized customer experience across all touchpoints. Trust them as a partner to empower you to succeed, by maximizing every moment of customer interaction.

TAKE ACTION

25

26

BELGIUM

I have quit at least one social media platform within the last 12 months due to privacy concerns

Within the last 6 months, my decision to purchase a product or service has been influenced by ads I’ve seen on social media

Which social media platform have you abandoned?

OTHERFACEBOOK

47%40%

47%22%

SNAPCHAT

6%7%9%

21%

17%15%

9%7%

INSTAGRAM

18%20%

13%14%

TWITTER

12%18%

22%36%

Z Y X BOOMERS

41%26%

19%

39%

GENERATIONAL BREAKDOWN

52%39%

24%

57%

30% YES

42% YES

How many negative experiences would it take for you to abandon a brand altogether?

1 and I'm out

An agent on the phone

2 to 3

Email

>5 if satisfied with resolution

Chat on brand's website

I stick with the brand if they make up for it

Facebook/Twitter

SMS/Text

When I need customer support, I prefer to start the interaction via

32%

31%

46%

49%

43%

36%

42%

51%

10%

13% 0%

5%54%

39%

26%

46%

12%

15% 0%

8%

32%

41%

45%

46%

7%

2%

16%

9%

16%

16%

6%

4%0%0%

2%0%

All Respondents: 36% 49% 14% 1% 0%

REG

ION

AL S

PO

TLIGH

TS

27

48% YES

17%12%

1%15%

FRANCE




OTHERFACEBOOK

61%53%

50%39%

SNAPCHAT

0%2%

10%0%

5%12%

15%0%

INSTAGRAM

17%21%

24%46%

TWITTER

49%33%

24%

33%


66%43%

29%

46%

35% YES


1 and I'm out


2 to 3

Email




Facebook/Twitter

SMS/Text


52%

40%

34%43%

43%

41%

9%

13% 3%

41%41%41%41%

50%

36%

41%

7%

7% 2%

50%

44%

37% 4%

7%

9%

10%

11% 2%0%0%

0%1%


Z Y X BOOMERS

REG

ION

AL S

PO

TLIGH

TS

10%

16%7%9%

7%

28

GERMANY




FACEBOOK

47%53%

49%67%

OTHER

13%8%13%

17%

SNAPCHAT

7%3%

8%0%

INSTAGRAM

20%27%

22%8%

TWITTER

13%9%8%8%

42%23%

10%

43%


48%34%

23%

43%

25% YES

35% YES



2 to 3

Email Chat on brand's website


Facebook/Twitter

SMS/Text


31%

44%

44%35%

54%

47% 14% 3%50%

50%

43% 5% 0%

1 and I'm out

11%15%

8%

20%

28%

49%

40% 6%26%


18%12%

17%30%

20% 5%1%2%

0%0%


REG

ION

AL S

PO

TLIGH

TS

14%15%

13%30%

Z Y X BOOMERS

29

ITALY




FACEBOOK

35%44%

26%40%

OTHER

4%11%14%

20%

SNAPCHAT

17%15%

12%10%

INSTAGRAM

22%8%

18%0%

TWITTER

22%22%

30%30%

47%22%

17%

50%


61%41%

33%

50%

30% YES

46% YES


1 and I'm out


2 to 3 >5 if satisfied with resolution



25%

44%

53%23%

43%

52% 11%32%

49%

30% 10%

24%

41%

48% 11%11%

Email

21%28%

25%

31%


22%18%

24%25%

Facebook/Twitter

5%0%

4%7%

SMS/Text

2%8%

0%2%


REG

ION

AL S

PO

TLIGH

TS

14%28%

17%11%

Z Y X BOOMERS

30

NETHERLANDS




FACEBOOK

33%40%

47%20%

OTHER

0%5%

12%30%

SNAPCHAT

6%21%

19%30%

INSTAGRAM

50%30%

13%0%

TWITTER

11%5%

10%20%

46%21%

8%

58%


51%33%

13%

45%

26% YES

32% YES


1 and I'm out


2 to 3 >5 if satisfied with resolution



23%

34%

50%24%

44%

53% 11% 12%36%

56%

45% 5% 15%

23%

36%

45% 10%23%16% 12%

All Respondents: 45%

Email

36%30%30%

32%

32%


21%12%

23%26%

20%

Facebook/Twitter

3%2%

7%3%

3%

SMS/Text

2%1%

3%1%

2%

REG

ION

AL S

PO

TLIGH

TS

Z Y X BOOMERS

31

NORTH AMERICA




OTHERFACEBOOK

44%40%

35%27%

SNAPCHAT

11%9%9%14%

10%18%

22%14%

INSTAGRAM

16%13%

15%13%

TWITTER

19%20%19%

32%

42%29%

20%

43%


53%39%

23%

55%

33% YES

42% YES


1 and I'm out


2 to 3

Email




SMS/Text


12%

41%

61%

26%

14%

47%

62%

23%

13%

27%

16%

57%

63%

22%

12%

20%

23%

38%

50%

35%

16%

20%

19%

29%2%

0.6%

3%2%

All Respondents: 45% 25% 25%

Facebook/Twitter

2%0.6%

4%4%

3% 2%

REG

ION

AL S

PO

TLIGH

TS

10%

11%8%

9%

Z Y X BOOMERS

32

SPAIN




FACEBOOK

50%35%36%

25%

SNAPCHAT OTHER

0%4%

8%25%

25%23%

18%13%

INSTAGRAM

13%19%

16%0%

TWITTER

13%19%

21%37%

38%33.5%

25%

50%


55%41%

28%

52%

36% YES

46% YES


1 and I'm out


2 to 3

Email




Facebook/Twitter

SMS/Text


23%

44%

59%

25%

37%

50%

48%

29%

7%

17% 2%

8%34%

56%

38%

31%

9%

9% 3%

21%

35%

60%

31% 13%

8%

21%

15%

27%

4%

4%3%

0%

0%1%


REG

ION

AL S

PO

TLIGH

TS 19%

10%

Z Y X BOOMERS

33

UNITED KINGDOM




FACEBOOK

50%47%

44%30%

OTHER

0%4%6%20%

SNAPCHAT

0%21%

14%10%

INSTAGRAM

30%21%22%

20%

TWITTER

20%7%

14%20%

43%30%

14%

35%


46%22%

7%

59%

32% YES

30% YES


1 and I'm out


2 to 3

Email




Facebook/Twitter

SMS/Text


18%

17%

59%

46%

17%

26%

56%

37%

18%

33% 2%

17%

50%

57%

36%

15%

14% 0%

17%

24%

45%

41% 7%

31%

24%

17%

34% 2%1%

0%

3%1%


REG

ION

AL S

PO

TLIGH

TS11%

7%

9%7%

Z Y X BOOMERS

5,000 global respondents

56% 44%

EUR

OP

E*

NO

RTH

AM

ERIC

A

52%female48%

male

12%

27%

44%

17%

18-24

25-35

36-54

55-75

* Belgium, France, Germany, Italy, Netherlands, Spain, United Kingdom Due to rounding, not all percentages may add to the sum total. Comparisons are made from rounded numbers.

SELLIGENT GLOBAL CONNECTED CONSUMER INDEX

METHODOLOGY

34

Selligent Marketing Cloud is an intelligent B2C marketing platform that empowers ambitious marketers to maximize every moment they engage with connected consumers.

With native AI capabilities, a robust data layer, and a powerful omnichannel execution engine, Selligent Marketing Cloud enables marketers to deliver ultra-personalized and highly relevant customer experiences that speed time to value swiftly and at scale.

More than 700 global brands in retail, travel, automotive, publishing, and financial services trust Selligent Marketing Cloud to help deliver their marketing programs. With 10 offices across the United States and Europe and a global network of partners, Selligent serves over 30 countries with local, personalized service. Learn more at www.selligent.com.

ABOUTSELLIGENTMARKETINGCLOUD

www.selligent.com @Selligent

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2nd Edition SELLIGENT GLOBAL CONNECTED CONSUMER …...CONSUMER INDEX 5,000 global consumers share insights on ... but doing so necessitates that we give up some of our privacy. After