The study, which was conducted by , surveyed 982 Indian consumers to understand their expectations and experiences with supermarkets and fashion brands. The results unveils that while great customer experience is important, so is thing of the bigger picture, such as sustainability, ethical conduct, and prosperity of the community. The study showed that 鈥楩补颈谤苍别蝉蝉鈥� is of paramount importance to Indian consumers, with respect to the rights and welfare of workers (84%) and ethical treatment of suppliers (81%) at the top of the list.

Providing a better online experience

Convenience matter greatly to Indian consumers. Having a modern online shopping experience, ease of tracking orders and a smooth experience are top considerations. The study validates this with 81% Indian respondents prefer shopping online with brands that have service options that allow them to transact how they like (online or face-to-face). While 85% prioritise delivery options that are both timely and accurate, as well as ease of making purchase across channels.

Ensuring data security and solving consumer queries

Data security is a major concern and of utmost importance for Indian consumers when shopping online. About 84% respondents say they want to know and have full transparency when it comes to their personal data being used online. When it came to resolving queries on online shopping and e-commerce websites 81% respondents expect brands to respond within 24 hours to address their queries.

Focused on Sustainability and healthy living

With sustainability being one of the hottest topics in the country, Indian consumers (72%) are shifting their mindset by focusing on brands who have a strong emphasis on sustainability and ethics in sourcing and selling their products.

Indian consumers are also placing high importance on healthy food, with one of the highest number of respondents 79% preferring local organic produce from brands.

It鈥檚 important to give back

As the ongoing pandemic has left a deep mark on Indian consumers, expectations for brands to come up with more innovative ways to serve customers and implement better safety and hygiene measures are high. Giving back to the local community, either through charities, donations, fundraising or foundations is also ranked higher (71%) by Indian consumers.

鈥淚ndian consumers are clear about what they want in their relationship and their association with brands now more than ever. Every business had their set of challenges as customers started migrating online. It is apparent that the shift to digital has propelled brands to deliver an optimised and fulfilling experience to consumers across channels. While it鈥檚 positive that brands have adapted quickly to the pandemic by tapping on digital tools and turning to e-commerce, customers still expect brands to deliver on the basics 鈥� this means providing them with positive experiences and swift resolution of issues. It is sobering to know that despite all the efforts businesses have put into digitalisation over the past year, fundamentals around customer centricity are still not being met. There is clearly an urgent need for brands to humanise the gap between digital actions and the heartstrings of consumers,鈥� said Peggy Renders, General Manager & Senior Vice President, 麻豆原创 Customer Experience, Asia Pacific & Japan, who was recently appointed to her current role in January 2021.

The pandemic has laid bare the criticality of the customer experience in our hyperconnected world today. The key to sustainable growth in a post-COVID world lies in the right solutions and leadership that transform the customer experience, so brands can continue giving customers exactly what they want, and when they want it, in a future that is entirely digital.鈥�

The full report of Heart Matters study is available for download .

About 麻豆原创

As the Experience Company powered by the Intelligent Enterprise, 麻豆原创 is the market leader in enterprise application software, helping companies of all sizes and in all industries run at their best: 77% of the world鈥檚 transaction revenue touches an 麻豆原创庐 system. Our machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers鈥� businesses into intelligent enterprises. 麻豆原创 helps give people and organizations deep business insight and fosters collaboration that helps them stay ahead of their competition. We simplify technology for companies so they can consume our software the way they want 鈥� without disruption. Our end-to-end suite of applications and services enables more than 440,000 business and public customers to operate profitably, adapt continuously, and make a difference. With a global network of customers, partners, employees, and thought leaders, 麻豆原创 helps the world run better and improve people鈥檚 lives. For more information, visit .

About 麻豆原创鈥檚 Heart Matters Study

The 麻豆原创鈥檚 Heart Matters鈥� Study was conducted by Qualtrics on behalf of 麻豆原创 Consumer Experience from February and March 2021, surveying 5,900 consumers across Asia Pacific to understand matters they truly care about, how their views of brands correlate with their spending, and what matters most when it comes to customer experience. Countries included in the survey were Australia (n=1,200), Singapore (n=800), Japan (n=900), South Korea (n=900), India (n=900), Malaysia (n=400), and Thailand (n=400).

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According to the new 鈥�Heart Matters鈥� study announced by (NYSE: 麻豆原创), consumers in Asia Pacific find that businesses fall short, by as much as 21%, when it comes to being customer-centric, with almost half (48%) of consumers stating that brands are still not able to resolve their issues even after three interactions.

Heart Matters鈥� study, which was conducted by Qualtrics for 麻豆原创 Customer Experience, surveyed 5,900 consumers across APAC countries including Australia, Singapore, Japan, South Korea, India, Malaysia, and Thailand to understand their expectations and encounters with brands when it comes to customer experience, spending, and matters they truly care about. Key gaps identified from the study centred on the areas of customer centricity, personalised experiences, openness in privacy and data control, as well as sustainability and ethical behaviour.

The study also revealed that three in four consumers are now expecting brands to be purpose-driven, going beyond profits and transactional relationships, to demonstrate trustworthiness, empathy, shared values and care for society.

APAC consumers surveyed indicated a gap between their expectations and actual experiences on this front, in areas such as brands respecting the rights and welfare of their workers (77% vs 55%), treating suppliers ethically (72% vs 48%), actively work to reduce gender and racial inequality (68% vs 47%), and not engage in anti-competitive behaviour (63% vs 42%).

Basics matter in winning customer confidence

Fundamental to any business, customer centricity is vital to creating positive brand experiences, loyalty and a key differentiator in an increasingly competitive digital landscape.

Compared to APAC customers鈥� expectations and what they experienced in reality, areas that businesses were found to be lacking include responsiveness within 24 hours to customer queries (73% vs 48%), acting on customers鈥� feedback to improve products and services (72% vs 48%), resolving issues in less than three interactions (73% vs 48%), offering self-help resources to solve fast-emerging issues (73% vs 49%), and offering innovative or better ways to serve customers during COVID-19 (72% vs 53%).

Across the countries surveyed, Australian consumers were the most likely to cite a gap between their expectations and actual experiences of customer centricity overall (31% shortfall), followed by Malaysia (26%), Singapore (22%), Japan (22%), and South Korea (14%). Consumers in India and Thailand had the best customer experiences with expectation gaps at only 4% and 8% respectively.

鈥淲hile it鈥檚 positive that brands have adapted quickly to the pandemic by tapping on digital tools and turning to e-commerce, customers still expect brands to deliver on the basics 鈥� this means providing them with positive experiences and swift resolution of issues. It is sobering to know that despite all the efforts businesses have put into digitalisation over the past year, fundamentals around customer centricity are still not being met. There is clearly an urgent need for brands to humanise the gap between digital actions and the heartstrings of consumers,鈥� said Peggy Renders, General Manager & Senior Vice President, 麻豆原创 Customer Experience, Asia Pacific & Japan, who was recently appointed to her current role in January 2021.

鈥淭he pandemic has laid bare the criticality of the customer experience in our hyperconnected world today. The key to sustainable growth in a post-COVID world lies in the right solutions and leadership that transform the customer experience, so brands can continue giving customers exactly what they want, and when they want it, in a future that is entirely digital.鈥�

Diverse options, personalised touch

With digital-savvy consumers turning to e-commerce to fulfilling their shopping needs, they are also expecting brands to offer a diversified range of shopping experiences, with personalised options that cater to the unique needs of each customer.

Delivery, the last-mile of the shopping experience, was among the most dissatisfied areas for those surveyed, with three in four APAC consumers (75%), expecting brands to provide timely and accurate delivery options they could trust, but with just over half (53%) saying this was met in reality. This gap was most prominent for the telco industry in Australia (36% gap), Malaysia (32% gap), Japan (23% gap), and supermarket players in Australia (31% gap) and Singapore (25% gap).

Proactiveness in engaging customers was another area cited as an area of improvement, with just around half of APAC customers who found that brands are actively updating them on relevant specials and new products (51%), providing tailored suggestions based on their purchase history and preferences (45%), and is proactive in anticipating their needs and wants (50%).

APAC customers also want brands to provide omnichannel experiences that enable their lifestyles, with 72% expecting brands to provide them with a network of physical and online stores, and 74% expecting brands to have easy to transact options across multiple channels.

Not taking trust for granted

Having transparency and control over their data and orders is also a key area brands are falling short on, with APAC consumers highlighting shortfalls in the areas that include having full transparency over how their personal data is being used (32% gap), security of private data and not sharing it with third parties (31% gap), obtaining private data from customers to serve them better (25% gap), and making it easy to track their orders and queries (25% gap).

People, planet and prosperity above profits

With APAC consumers placing greater expectations on brands to go beyond transactional customer interactions, brand purpose must now take centre stage to show how businesses are actively demonstrating their care and concern for the environment, their workers, and broader community and society.

With global warming and climate change rising to the forefront of agendas, APAC consumers also cited shortfalls in brands in looking for new ways to recycle and reuse products, packaging materials and materials (18% gap), having specific policies to reduce and report carbon emissions (14% gap), and having a strong focus on sustainability and ethics in sourcing and selling their products (10% gap).

The full report of Heart Matters study is available for download here: .

About 麻豆原创 The Heart Matters Study

The 麻豆原创鈥檚 Heart Matters鈥� Study was conducted by Qualtrics on behalf of 麻豆原创 Consumer Experience from February and March 2021, surveying 5,900 consumers across Asia Pacific to understand matters they truly care about, how their views of brands correlate with their spending, and what matters most when it comes to customer experience. Countries included in the survey were Australia (n=1,200), Singapore (n=800), Japan (n=900), South Korea (n=900), India (n=900), Malaysia (n=400), and Thailand (n=400).

For more information, press only:
Rita Marini, rita.marini@sap.com
麻豆原创 麻豆原创 Room; press@sap.com

The post Brands Lag in Winning Hearts of Consumers as Customer Experiences Fall Short of Expectations 聽 appeared first on 麻豆原创 India News Center.