1
SELLIGENT GLOBAL CONNECTED CONSUMER INDEX5,000 global consumers share insights on their behaviors and the tech trends that influence brand interactions
2nd Edition
INTRODUCTION
WHY READ THIS REPORT
10 GLOBAL HIGHLIGHTS
SURVEY FINDINGS
KEY TAKEAWAYS
REGIONAL SPOTLIGHTS
METHODOLOGY
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6
7
8
24
26
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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
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
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
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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%
18%20%
13%14%
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
>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
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
61%53%
50%39%
SNAPCHAT
0%2%
10%0%
5%12%
15%0%
17%21%
24%46%
49%33%
24%
33%
GENERATIONAL BREAKDOWN
66%43%
29%
46%
35% 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
>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
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%
All Respondents: 47% 39% 11% 3% 0%
Z Y X BOOMERS
REG
ION
AL S
PO
TLIGH
TS
10%
16%7%9%
7%
28
GERMANY
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?
47%53%
49%67%
OTHER
13%8%13%
17%
SNAPCHAT
7%3%
8%0%
20%27%
22%8%
13%9%8%8%
42%23%
10%
43%
GENERATIONAL BREAKDOWN
48%34%
23%
43%
25% YES
35% YES
How many negative experiences would it take for you to abandon a brand altogether?
An agent on the phone
2 to 3
Email 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
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%
>5 if satisfied with resolution
18%12%
17%30%
20% 5%1%2%
0%0%
All Respondents: 38% 45% 14% 3% 0%
REG
ION
AL S
PO
TLIGH
TS
14%15%
13%30%
Z Y X BOOMERS
29
ITALY
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?
35%44%
26%40%
OTHER
4%11%14%
20%
SNAPCHAT
17%15%
12%10%
22%8%
18%0%
22%22%
30%30%
47%22%
17%
50%
GENERATIONAL BREAKDOWN
61%41%
33%
50%
30% YES
46% 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 >5 if satisfied with resolution
I stick with the brand if they make up for it
When I need customer support, I prefer to start the interaction via
25%
44%
53%23%
43%
52% 11%32%
49%
30% 10%
24%
41%
48% 11%11%
21%28%
25%
31%
Chat on brand's website
22%18%
24%25%
Facebook/Twitter
5%0%
4%7%
SMS/Text
2%8%
0%2%
All Respondents: 44% 26% 23% 5% 2%
REG
ION
AL S
PO
TLIGH
TS
14%28%
17%11%
Z Y X BOOMERS
30
NETHERLANDS
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?
33%40%
47%20%
OTHER
0%5%
12%30%
SNAPCHAT
6%21%
19%30%
50%30%
13%0%
11%5%
10%20%
46%21%
8%
58%
GENERATIONAL BREAKDOWN
51%33%
13%
45%
26% YES
32% 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 >5 if satisfied with resolution
I stick with the brand if they make up for it
When I need customer support, I prefer to start the interaction via
23%
34%
50%24%
44%
53% 11% 12%36%
56%
45% 5% 15%
23%
36%
45% 10%23%16% 12%
All Respondents: 45%
36%30%30%
32%
32%
Chat on brand's website
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
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
44%40%
35%27%
SNAPCHAT
11%9%9%14%
10%18%
22%14%
16%13%
15%13%
19%20%19%
32%
42%29%
20%
43%
GENERATIONAL BREAKDOWN
53%39%
23%
55%
33% 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
>5 if satisfied with resolution
Chat on brand's website
I stick with the brand if they make up for it
SMS/Text
When I need customer support, I prefer to start the interaction via
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
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?
50%35%36%
25%
SNAPCHAT OTHER
0%4%
8%25%
25%23%
18%13%
13%19%
16%0%
13%19%
21%37%
38%33.5%
25%
50%
GENERATIONAL BREAKDOWN
55%41%
28%
52%
36% YES
46% 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
>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
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%
All Respondents: 46% 28% 20% 4% 2%
REG
ION
AL S
PO
TLIGH
TS 19%
10%
Z Y X BOOMERS
33
UNITED KINGDOM
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?
50%47%
44%30%
OTHER
0%4%6%20%
SNAPCHAT
0%21%
14%10%
30%21%22%
20%
20%7%
14%20%
43%30%
14%
35%
GENERATIONAL BREAKDOWN
46%22%
7%
59%
32% YES
30% 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
>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
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%
All Respondents: 27% 40% 29% 2% 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