News : Consumers Disagree With Business on Customer Experience
Campbell, CA, Dec 8, 2014 -- Mblox, a global provider in application-to-person (A2P) text messaging, announces findings from a global survey of customers and businesses conducted by Millward Brown Digital, which explores the terrain of "care," and measures consumer satisfaction with brand engagement. The data revealed a dramatic "care gap" in business-to-consumer interactions: approximately three-fourths of businesses think they express care for consumers well, while only 36 percent of consumers feel cared for.
The gap highlights that businesses are lacking in an area critical to building strong relationships with consumers: care. It also reflects brands’ blindness to consumers’ preferred engagement methods. Businesses think they provide an optimal experience for consumers, while consumers rate their experiences differently.
Survey findings showed that text messages and email together dominate consumer preference for mobile communication with brands, with 41 and 57 percent of respondents choosing those channels, respectively. Phone calls/voicemail messages fall into third place. Consumer preference for apps, social media/sponsored posts, push notifications and games trail far behind.
Survey respondents identified text messages as the best way to reach them for urgent or real-time communication, such as outage notifications, appointment reminders and balance alerts. By contrast, consumers prefer email for marketing messages like deals, promotions and product sales.
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The report also highlights industry-specific implications for the retail, healthcare, finance, insurance and telecom/cable/utility verticals.
Millward Brown Digital surveyed a collective 1,650 mobile phone owners/users over the age of 18 in the following countries: the United States, the United Kingdom, and Australia. Within this group, 1,100 adults (18+) currently have an account or interact with a company in the retail, healthcare, financial services, insurance, and/or telecom/cable/utility industry. An additional 550 adults (25+) represented businesses, and work in a customer service/marketing role or higher within the accounting/finance, healthcare, human services, insurance, retail, telecom/cable/utility, and/or tourism/travel industries. The research was fielded between September 12, 2014, and September 16, 2014.
Posted by Veronica Silva Cusi, news correspondent
Today's Tip of the Day - Forecasting
Published: Friday, December 12, 2014
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