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1、All these will begin from a habit of effective listening.LISTEN: A MAGENTO MEANINGFUL CX SERIESWhile going through the whitepaper series, we hope that brands will also feel the need to listen more to customers, to start two-way conversations with them, and to build a stronger relationship founded on
2、 trust.Nicholas KontopoulosHead of APAC Commerce MarketingSincethe birth ofthe customer experience (CX) concept, brandsand digital experts have been discussing and experimenting on the right strategies for it. Countless reviews, studies, and reports that talk aboutthe concept are available out there
3、. Brands have an avalanche of information and data to refer to.Yes, its great to be aware ofthe industrytrendsand best practices. But sometimes, brands forget to pause and ask: What is this data telling us, particularly from a customer perspective? How can we incorporate these insights into our day-
4、to-day interactions with customers?To find a deeper meaning behind the numbers, brands need to listen more intently to what customers say. Customers must feel their thoughts are heard, and better experiences await following their feedback.This is why we came up with Listen: A Magento Meaningful CX S
5、eries to provide some practical takeaways on how brands can improve experiences based on customer preferences. We/ve asked consumers questions to understand the factors affecting their retail choices whilst shopping online and get their take on data sharing and new technologies.As part ofthesurvey,
6、we received feedbackfrom 7,000 respondents across Asia Pacific (APAC) including Australia, China, India, Japan, Malaysia, Thailand, and Singapore. This range of consumers from different countries provided us with powerful insights and direction in terms of CX and branding strategies. They expect bra
7、nds to prioritise seamless experience across all touchpoints, protect their data, and explore eco-conscious initiatives.rMake the shift from focusing on products and commoditiesTo leverage this customer experience from online to in-store, the Accent Group started to rethinkthe role oftheir retail st
8、ores. Instead of only seeing stores as individual outlets, they began to thinkofthem as distribution centers too. Using Magento Commerce to implement Click & Collect, customers were nowable to pickupthe product they ordered onlinefrom one of 70 stores across the country.Thisfeature, since its launch
9、 in April 2017, has driven upto 20% oftotal digital sales. This idea was expanded to include Click & Dispatch, which delivers online orders directly to customers, driving 30-50% of digital sales since its launch.As you embark on your digital transformation, its important to execute yourdigital visio
10、n with the same conviction and authenticity as your in-store experiences.LISTEN: A MAGENTO MEANINGFUL CX SERIESBank on your websites navigation ease.Prioritise website responsiveness on smartphones.After establishing a connection with a customer, they visit your website and see ifyou really offersol
11、utions to their problems.Make itsimplez make it mobile-friendlyTrue enough, our APAC respondents say this is what they look for when shopping online: 31% of them said an ecommerce website should be easy to use and navigate, 32% said the website/in-app experience should be great, and 39% said that th
12、e website should work well on smartphones.Act right away if theres a simple detail in your website that disturbs the customer experience.Nowaitingtimes. Nofrustration. Quickas 1-2-3.The online shopping platform performing as the customer asked itto. That/s when you knowyou earned points for being si
13、ncere in keeping your promise.Cof APAC shoppers want2/4 a seamless mobile of APAC consumers areAk I 1 /口 comfortable with newz v technologiesLISTEN: A MAGENTO MEANINGFUL CX SERIESThe value oftwo-way investment in relationshipsA promise realised through utility; it leads to rock-solid trust. This is
14、the time your customer also becomes more open to investingtime, effort, and honest feedback with you.Theytrustyou enough thatyou,ll do betterthingsfor them.In return, customers rely on you to listen.Tobehumble enough in accepting feedback and doing something about itdoing it rightthis time, so you w
15、ont fail them.Listening its one of the best ways to keep your commerce businessevolving, and ultimately build more trust and stronger relationships with your customers.Tweetabletakeaways forbrand utility01Start withlistening toyour customers.02Ask yourself:“How can I helpmy customers?1103Consider ho
16、wyour customersengage with yourbrand across the04Identifyopportunities tomake theirlife easier.Brand utility shouldcreate attention, beuseful, be desirableand drive sales.LISTEN: A MAGENTO MEANINGFUL CX SERIESThe Oxford dictionary defines listening as, /zto give attention to sound or action.1 When l
17、istening, one is hearing what others are saying, and trying to understand what 计 mecins.So why is listening so important to a commerce business?Noticethatthe definition of listening did not stop at sound or hearing alone. Itended with a more in-depth objective of understanding/7Customers and brandsT
18、ake a moment and put yourself in your customers/ shoes.LISTEN: A MAGENTO MEANINGFUL CX SERIESEvery day, you are bombarded with email, social media, and push notifications from different brands trying to get your attention. You do a quick Google search to try and find a product, and are flooded with
19、similar offerings.Sometimes, youre overwhelmed by thefear of making the wrong purchase and regretting it later. As psychologist Barry Schwartz says, ”(too much choice) paralyses people into indecision/So what can we do as businesses to help ease our customers anxiety and make their lives easier?A hi
20、nt? Listen toyourcustomers and create relevant brand utility. (Well talkaboutthis concept in more detail shortly.)11./ raLISTEN: A MAGENTO MEANINGFUL CX SERIES44 LISTEN: A MAGENTO MEANINGFUL CX SERIESAs business professionals face a tsunami ofchangeand information overload, an unintended consequence
21、 of this is that we can lose sight of having a customer-first approach. We think we already know our customers when in fact we have a bias to our product or brand. We push our product features, tryingtofitthem with what we perceiveourcustomers need. We forget to listen7 first.Its equally important t
22、hat we have a service mindset. Its something businesses, big or small, as a whole should embrace from marketingand IT to customer support and leadership. Once we have this mindset, we begin to listen and care more about ourcustomers. We can then gotheextra mileto understandtheirsituation and pain po
23、ints.By listening, we can respond more accurately by using the insights we are collecting to better predict their needs, and ultimately provide a brand utility that separates us from the pack.Lets hearfrom customersWhat makes customers want your offerings?What makes them come back?Whatarethe usual p
24、ain points they experience with you?What are they willing to exchange with you?These are the questions Magento aimed to answer when it commissioned its research with YouGovforan Asia Pacific (APAC) survey in 2019. We asked 7,434 respondents from Australia, China, India, Japan, Malaysia, Thailand, an
25、d Singapore to discover the factors that affect theironline retailer preferences and viewpoint on data sharing and newtechnologies.By listening to customers better, we hope you can keep the connection evolving into something more valuable: a leveled up purchasing experience built on customers confid
26、ence in you.7,434people surveyedStarting witha purposeBrand utility as a concept is deeply rooted at the core of brand purpose the very reason yourbrand exists. The bottom line why youre doing what you do for your customers.This sense of brand purpose has to be solid for you to apply it in a more pr
27、actical approach: your brand utility. Ifyour brand purpose iscleartoyou,its use will be too. No matterthe twists and turns in this highly competitive commerce market, you/ve already built an unshakeable foundation.Its true. Its a tough competition outthere in terms of pricing. In ourAPACsurvey, more
28、than half (55%) ofthe respondents say that a retailerscompetitive pricing is an important deciding factor when they compare multiple brands. A lot ofthem (40%) spend more time than they like, scouring online for the best prices.And it wont stop there. After completing one transaction, 55% of respond
29、ents say theyd be willing to buy again from retailers who continue to offer lower prices than others in the same niche.LISTEN: A MAGENTO MEANINGFUL CX SERIESFree this. Free that. A rival would tryto offer all things free, just to get customers/ attention. Over half of APAC consumers (66%) we/ve surv
30、eyed would shop again on a retailer website that offers free delivery, and 47% would come back because of free returns policy.Butthere/s more than justthe price tags and free stuff. We should be investing more in the long-term. Brand utility stemmingfrom brand purpose its the one that will be your b
31、iggest differentiator in a highlyFocus on envisioning the meaningful impact your product or service will have on customers.Your relationship with them should extend beyond their transaction.Focus on envisioning the meaningful impact your product or service will have on customers.Your relationship wi
32、th them should extend beyond their petitive commerce market.Offerreasonable prices and freebies, butwork more on creating a brand utility that is anchored in a service mindset so customers will keep coming back forvalueznotforthe price.Aim for branding that resonates with customers, not treating them as a transaction.LISTEN: A M