CX Trends Study: UK Consumers Lead in Prioritising Corporate Social Responsibility

Consumers and brands aligned on importance of doing good;
outpace US and Australia

—Study also reveals opportunities for brands to improve customer
experience in personalisation, listening and elevating human interactions

LONDON–(BUSINESS WIRE)–lt;a href=”https://twitter.com/hashtag/CEM?src=hash” target=”_blank”gt;#CEMlt;/agt;–A new study from cloud-based experience leader,
InMoment,
uncovered five trends, including one that reveals UK consumers are
outshining their global peers in making social responsibility a priority
when choosing which brands to support. Unlike other areas in the study,
UK companies were well aligned with consumers, also ranking this as a
major area of focus.

The 2019 UK CX Trends study
found that 42 percent of consumers say that brands’ support of
environmental, social or political causes is becoming more or much more
important to their purchasing decisions. This is notable as previous
research found UK consumers already rank corporate social responsibility
much higher than US or Australian consumers. Just 36 percent of US
consumers and 18 percent of Australian consumers said this factor is
becoming more or much more important in their decisions.

InMoment’s annual CX Trends studies survey both consumers and brands to
reveal where these two groups align, and where there are disconnects on
important customer experience issues. In addition to the trend mentioned
above, the 2019 study revealed four additional trends, as well as
important takeaways, to help brands move beyond mistakes and realize the
massive opportunities found well-executed customer experience.

The five trends include:

  • Lurking vs. Listening. Brands prioritise mining digital data,
    social posts, and reviews over having direct conversations with
    consumers about important issues. However, most customers (73 percent)
    say asking them directly is the best way to get to the most essential
    insights.
  • Dismissing the Human Factor. Customers say the most important
    thing brands can do to improve their experience is provide better
    service through their employees.
  • Neglecting Non-buyers. Seventy-two percent of customers who
    leave a website without buying are there to browse, compare or
    research, but that isn’t necessarily the bad news. Most brands aren’t
    even thinking about how to create experiences to engage these
    pre-customers for the long-term.
  • Definition of Loyalty Diverges. Customers say one of the most
    important ways they show loyalty is by providing both positive and
    negative feedback. It’s difficult for most brands (and many metrics)
    to treat constructive criticism as a gift and not a scourge.
  • Consumers Care. Corporate social responsibility is increasingly
    important for both customers and employees. Forty-two percent of UK
    consumers believe it is becoming more or much more important for
    brands to embrace those causes.

Download report here.

Contacts

Lisa Davis
VP Communications
[email protected]

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