Customer experience is one of the key elements for consumers when it comes to establishing long-term relationships with brands. However, the high demands and expectations that they have make loyalty a Holy Grail, especially when it comes to young people.
According to Adobe’s “CXM Index” report , which is based on a survey of 1,500 American adults, “younger consumers have higher expectations for innovation. Those aged 18-34 have grown up with the digital and mobile world and not only value innovation in the consumer experience that meets their needs, they demand it.”
The report explores respondents’ preferences and expectations regarding digital experiences in retail, travel, financial services, and media and entertainment.
When it comes to retail communications, more than half of online shoppers expect to receive a purchase receipt via email after purchasing a product, while more than 40% want to receive a text message informing them that their purchase has been shipped.
However, when it comes to asking for feedback on the shopping experience, brands should think twice, as 1 in 4 consumers reject it.
Fluidity in communication between channels is also important. 1 in 3 consumers feel frustrated when they have to re-enter their data when connecting with a brand through a second platform.
40% of people over 35 have abandoned a purchase due to a bad experience at checkout
Young consumers are more likely to have bad experiences , or at least perceive them as such. 176% of them admit to having received a defective product, and those over 35 are more likely (40%) to abandon their shopping cart due to a bad experience at checkout.
In the travel sector, expectations are no less. 40% expect to receive a text message from airlines when their flight is delayed. In addition, mobile is a key device for brands in this sector, both for good and bad.
Being able to check in at a hotel using an app or personalizing rooms based on the information entered through the app are highly valued details among consumers who seek to be surprised and pleased.
As for bad experiences, the fine print in the terms of purchase and the lack benin phone number of clarity in cancellation policies are trying users' patience.
76% of users who access financial services through mobile apps are satisfied with the experience
Financial services , despite their bad reputation, know how to satisfy users. 75% of those who access them via the web and 76% of those who do so via mobile app are satisfied with the experience.
in this sector, especially when it comes to anticipating consumer needs. Only half of respondents are satisfied in this regard.
Finally, in the media and entertainment sector , over the past two years young consumers have noticed improvements in their experiences through the web, apps, smart speakers and mobile, with the latter being the device that generates the highest opinion among them.
The best experiences are those based on location , and the use of augmented reality in museum visits comes in at the top. In second place is the possibility of ordering food using a mobile phone from a stadium and having it delivered directly to your seat, while the use of wearables in theme parks to access shows and attractions comes in third place.
In contrast, the worst experience for consumers is not being able to watch a movie they paid for online because of a slow internet connection.