Now experience makes the difference for one in two customers

[nusratjahan]

Consumers have been quick and enthusiastic in exploring all the digital technologies that have created new shopping and consumption experiences, but brands have been slower to live up to expectations. This is one of the initial findings of the SAS research, Experience 2030 , conducted to discover if and how, in the wake of the pandemic, consumer behavior has changed and whether companies have made real progress in customer experience.
The survey, which involved 10,000 consumers across Europe, the Middle East, and Africa (EMEA), highlighted the emergence of a more digital and more demanding customer, for shop whom price is no longer the primary consideration in their decision-making. According to the research data, a third of Italian customers say that just one negative experience is enough to abandon a brand afterward, and nearly 60% would switch to a competitor after having between two and five negative experiences.
Experience is so important that more than 65% of Italian respondents would be willing to pay more for a product or service from companies that offer a good customer experience in terms of flexible returns and refunds, prompt and effective customer service, and responsible company behavior.
"Customers have different needs and are reluctant to approach companies that offer shopping experiences and services that don't meet their expectations; therefore, brands must recognize customers as individuals, offering them increasingly personalized experiences that are aligned with their needs," says Luciano D'Arcangelo, Customer Intelligence Senior Solution Manager at SAS.