satisfaction in Hong Kong exceeds global average
consumers will increasingly expect great experiences across whichever channel
HONG KONG SAR
OutReach - 20 May
2021 - New
research released today from Qualtrics (Nasdaq: XM), the world's No.1
Experience Management (XM) provider and creator of the XM category, reveals how
consumer behaviour and expectations are changing in Hong Kong, and the new
experiences businesses should provide to meet the needs of consumers today and
in the future.
new study from the Qualtrics Experience Management
(XM) Institute, "2021 Consumer Trends
in APAC", examined the perspectives of 556 consumers in Hong Kong. The
study highlights how companies will need to rewrite their playbooks to deliver
great online, in-person, and hybrid experiences to attract and retain
the world and especially in Asia, we are seeing customer preferences and
expectations evolve at a rapid pace. If businesses are going to adapt and
thrive in this new environment, they need to understand the 'how' and 'why'
behind these shifting behaviours, and then use the insights to proactively
design and continually improve offline and online experiences for their
customers," said Harish Agarwal, Head of CX Solutions & Strategy for
Qualtrics in Southeast Asia.
research shows that consumers are not going back to the way things were," said
Bruce Temkin, Head of the Qualtrics XM Institute. "Consumers have adapted to a
new, digital-first landscape, and the experiences that they have with brands
across digital channels directly impact their purchasing decisions. In order to
be successful, organisations need to prepare for the future instead of trying
to recreate the past."
Highlights for trends in Hong Kong:
- Consumer satisfaction in Hong Kong exceeds the global
of consumers in Hong Kong (76%) said they were satisfied with their brand
interactions, the second highest satisfaction score globally and 10% higher than
the global average (66%). Medical clinics (80%), and department stores (77%)
both delivered the highest levels of satisfaction, followed closely by parcel
delivery and streaming services, and grocery stores (all 75%).
- Consumers went digital, and most of them are not going back. Having embraced new digital
channels for most engagements during the pandemic, there is now a clear
differentiation between what behaviours consumers will continue to adopt and
which ones they will revert to - if at all.
○ Transactional and self-serve
engagements - including online retail and grocery shopping, using food delivery
services, online banking, contacting customer support, online education, and
streaming content - are expected to increase. Consumers also said they expect
to continue accessing medical advice online.
○ Respondents also said they
intend to continue participating in exercise classes or religious services
virtually, as well as catching up with friends and family.
- Customer service is an important differentiator. Consumers are more discerning
than before about their purchasing choices, and organisations need to do more
than market the quality or price of their products and services: 24% of
consumers would prefer to buy from an organisation that treats them well,
compared to 16% who favour price.
- Consumers increasingly expect great experiences across
multiple platforms. Organisations need to invest in delivering quality customer
service and meet customers where they are - whether that's online, in-person or
somewhere in between: 43% of consumers expect to resolve support issues through
self-service systems, 27% over the phone, 19% in person, and 11% via online
- Satisfaction breeds trust and advocacy. Positive experiences inspire
greater levels of trust and advocacy among consumers. Consumers who have good
experiences with organisations in critical industries — such as education
systems, hospitals/medical clinics, and government agencies — are more likely
to trust them. And when consumers trust an organisation, they're more likely to
recommend them to friends and family, helping to attract new customers.
must continue to change and adapt to the changing consumer expectations in the
post-pandemic environment. To do that at scale, organisations will need
experience data - what consumers say they want and expect —to stay ahead of
customer expectations and design the experiences that attract and retain them.
The issuer is solely responsible for the content of this announcement.