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Industry Research : Broken Brand Promises Cost Businesses Customers in ANZ

#contactcenterworld, @Qualtrics

New research by Qualtrics shows making sure the customer experience matches consumer expectations of the brand will be vital to retaining customers in 2022.

Over half the 1,000 respondents to the Qualtrics study (54%) in Australia and New Zealand said they had switched brands because the customer experience they received did not meet the brand promise. Qualtrics says this suggests that despite their best intentions, many organisations are failing to live their brand values in the experiences they deliver.

A lower product or service quality (88%) and dissatisfaction with customer service (68%) were also leading reasons people would stop purchasing from a brand - ahead of price increases (33%).

"Great customer experiences start with brand," says Qualtrics APJ senior manager for Customer, Brand & Design Experience, Lisa Khatri.

"Your brand is defined by everything the organisation does. It's embodied in the product in the customer journey, and it is delivered by happy employees who are enabled to provide superior services. Take a delivery company, for example - if the company fails to meet a delivery window it promises to meet, employees will have to address issues that arise proactively.

Their research demonstrates the clear link between customer experience and brand experience in influencing buying decisions across Australia and New Zealand. She says organisations that fail to live up to their promises and the expectations they create will be quickly found out, highlighting the importance of understanding, managing, and addressing consumers' expectations.

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We invite you and your colleagues to join us LIVE as we take the highest rated industry conference back on the road in 2022 - join us and the elite in the industry at the 17th annual NEXT GENERATION Contact Center & Customer Engagement Best Practices Conferences!

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....CONTENT CONTINUED BELOW

Experience key to trust and awareness

The importance of customer experience to brand is further demonstrated by the factors that increase brand trust in 2022, with the top care of customers. This was followed by maintaining reasonable pricing and taking care of employees. Not taking advantage of a crisis and going beyond recommended safety standards round out the top five.

The findings represent a slight change from the beginning of the pandemic in 2020, when taking care of employees and not taking advantage of a crisis were the top factors increasing brand trust. Taking care of customers was the third most popular reason.

Qualtrics says brands wanting to stay relevant in increasingly competitive marketplaces, product or service quality (83%), and customer service (74%) have twice the impact on consumers compared to marketing and advertising (34%) and responding to public events (30%).

"To align the brand and customer experience, organisations must first understand and articulate their purpose and how they will bring it to life, while ensuring they have the right systems and processes in place to deliver it," says Khatri.

"After this, it is about identifying the moments in the customer journey that have the biggest impact on their response - whether it's at the point of sale or the support received through the contact centre. Equipped with these insights, organisations can show up in the ways their customers expect when it matters most, ensuring their brand promise, purpose, and values guide every action they take."

#contactcenterworld, @Qualtrics

Posted by Veronica Silva Cusi, news correspondent
Source: https://itbrief.co.nz


About Qualtrics XM:
Company LogoQualtrics is a single system of record for all experience data, also called X-data™, allowing organizations to manage the four core experiences of business—customer, product, employee and brand experiences—on one platform. Over 8,500 enterprises worldwide, including more than 75 percent of the Fortune 100 and 99 of the top 100 U.S. business schools, rely on Qualtrics.
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Today's Tip of the Day - Voice Mail

Read today's tip or listen to it on podcast.

Published: Monday, March 7, 2022

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2022 Buyers Guide Translation Services

 
1.) 
OpsTel Services

Platform Data Transformation
OpsTel is proud to provide our clients with a software automation service that is used to aid in the transition from one platform to another utilizing both speed and accuracy. Whether it is going from premises to premises, premises to cloud, premises to private cloud or even a hybrid deployment; OpsTel has the ability to help cut your transition time so you can focus your efforts on remaining architecture priorities.

We’ve observed conversions as high as 85% - in as little time as 30-minutes - with remaining client specific complex integrations being done by employees or professional services of your choice leveraging our Platform Data Transformation™ solution.

Features include:

*T...
(read more)

2.) 
Tru29 Outsource Solutions Inc.

Back Office Solutions
Although the customer-facing type of tasks is essential to good customer experience, tasks being done in the background is as important.

Tru29 has been providing this type of outsourcing solutions to various businesses across the globe so you can be assured of a reliable and experienced workforce.
 

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