New Global Research: Customer Loyalty Drivers Shift As Consumers Trade Cost And Quality For Safety And Personalization

A new study from Futurum Research and sponsored by SAS, Experience 2030 Pulse Report: The Acceleration of Digital Engagement, Personalization and Trust, has found significant pandemic-induced shifts in consumer behavior and opinions including changes in loyalty drivers and acceptance of immersive tech. In response, the majority of brands are rethinking superior customer experience and accelerating their technology development and deployment plans to meet the needs of the evolving consumer.

Read More : 1touch.io Launches Strategic Channel Partner Program

Loyalty drivers have changed

In 2019, the top drivers of customer loyalty reported by consumers were low cost, quality products and same-day delivery. 2020 has heralded in a whole new set of concerns for consumers, and this is reflected in new loyalty drivers.

Consumers now want safe, fast and human experiences. The top loyalty drivers now are:

• Personal safety – ensuring social/physical distancing in a facility: 65%.
• Scheduling needs – delivery within a few days: 57%.
• Relevant suggestions – special recommendations that meet a consumer’s current needs: 56%.
• Human touch – having a live person, rather than a bot, available to talk: 54%.

The good news is the research found that brands are on board with these changes, with 83% rethinking what it means to deliver superior customer experiences moving forward.

Read More : SalesTechStar Interview with Scott Norwalk, SVP Growth & Strategic Partnerships at Centerfield Corporation 

Pandemic accelerates immersive tech acceptance

In the original research, consumers expressed acceptance of augmented reality (AR) and virtual reality (VR) becoming part of the consumer process over the next decade, but that has been greatly accelerated in 2020.

• Drones – last year 23% of consumers expected delivery by drone or autonomous vehicle in the coming year; now 60% expect it by 2022.
• Smart assistants – last year 65% of consumers expected to use them by 2025, but now 70% plan to use them by 2022
• Chatbots – last year 36% of consumers expected to use chatbots to have questions answered or receive customer support about a brand, products or services. Now 54% want a live person, and not a bot, available to talk to them.
• AR and VR – 69% of consumers surveyed expect to use AR and VR to sample products in 2021. 63% of consumers are willing to use AR and VR to visit remote locations, up from 56% in the previous survey.
• Telemedicine – 67% of consumers are open to telemedicine.

Read More : Find Your Future Music Fans By Making Better Use of Digital Ads