Trust and personalisation key to winning customer experience

What are the most important things when it comes to customer experience (CX)? A new study released by Verizon Enterprise Solutions and conducted by Longitude, indicates that first and foremost customers care about personalised services, attention to innovation as well as the basics, and data security.

The study, that looked at age groups between 18-65 years in Asia Pacific, Europe and Canada/US, focused predominately on the customer experience relationship and what businesses or brands can do to improve this area.

Make it personal and intuitive

According to the survey, customers want results and to be able to deal with businesses with ease and efficiency. Of those surveyed, 63% showed they cared more about how fast and easy the service was than the channel. For example, 35% responded they would leave a company with slow apps, and 59% said they would leave online transactions that took too long.

In addition, respondents indicated they cared more about the quality of the service than the price point. Nearly half (47%) said they would go to a company that offered a personalised and intuitive CX, even if there was a cheaper alternative.

Striking the balance between innovation and basics

When it comes to innovation and the basics, 42% said they were open to companies finding innovative ways to communicate with them, such as wearable devices or voice-activated personal assistants, as long as it improves the experience they have with the company.

Furthermore, 5% of 18-24 year olds were attracted to companies that deliver CX using the latest digital technologies.

Data privacy a key concern

Thanks to growing information and conversations taking place about data privacy, consumers consider this to be a crucial piece of CX.

According to the survey, globally, 61% of consumers have said their awareness of data privacy issues has increased in the last year.

Interestingly, security is key for Australian consumers, with 30% of those surveyed indicating they would avoid using a company if that company suffered a high-profile data breach.

In addition to this, of those surveyed, the APAC region was the most open to sharing their data without needing to know in advance how it is going to be used, but Australian consumers were sceptical about how their data is used. This attitude is more similar with responses from EMEA and the Americas, which is understandable when considering NDB is in its second year and GDPR is in place in Europe.

Conversely, on a global scale 45% of 18-24 year olds were okay to share their data in exchange for a more personalised user experience. In fact, 31% would give retailers access to their social media accounts for specific product and service recommendations, 39% of all those surveyed would let a restaurant or retail outlet track their location in return for better deals, and 28% would let fitness apps track their activity in exchange for fitness advice.

Expert commentary

Verizon's Global CX Practice managing director Gordon Littley, says, "The customer is king when it comes to a brand being successful. Today, CX technology has the power to secure, enhance and stimulate a brand's relationship with a consumer - but it should not define, nor limit them.

"Often the promises made by new CX technologies are prioritised ahead of individual customer preferences and desires - this shouldn't be the case. We must remember that every customer is an individual and wants to be treated that way.

"Technology innovation can help brands stand out, but customer service basics remain vital - the best relationships will be built on mutual trust and simplicity. You've got to completely respect the consumer's privacy first and foremost. Unless they've opted in, you use nothing. You can't betray their trust in you for keeping their data safe - do that and you destroy your brand," he says.