Global Consumer Trends 2023 Report: Rediscovering the Human Connection
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Global Consumer Trends 2023 Report: Rediscovering the Human Connection

Global Consumer Trends 2023 Report: Rediscovering the Human Connection

“We spoke to more than 33,000 consumers in 29 countries around the world to find out what businesses need to do to win their loyalty. The answer? Act more human.”

That’s from the introduction to “2023 Global Consumer Trends,” a 31-page report from the Qualtrics XM Institute (see below for the list of countries).

As the pendulum continues to swing toward ever-greater use of technology, the report urges businesses seeking to improve their customer service to make 2023 the year they improve the balance of the human component in their customers’ experience.

So how do you win on customer experience in 2023? Based on the data collected, the report’s findings are divided into three sections:

1) Find the human connection to win hearts, minds, and loyalty

The research showed that a “genuine, human connection has more impact on customer spend and loyalty than operational efficiency.” For example, “In the contact center, helpful, empathetic agents are about twice as likely to make customers happy than shorter wait times.”

2) Get closer to customers to differentiate and win in a down market

“History has shown that in tough times, innovation pays off. The companies that win over the next 12 months will be those who innovate based on a deep understanding of customers’ ever-changing needs, rather than simply batten down the hatches and wait for the storm to pass.”

3) Understand how people really feel through more genuine, human listening

“People want companies to listen more—and that doesn’t mean just sending more surveys. They want companies to really listen, and that means tapping into omnichannel listening and new tools like video feedback, to get a better understanding of how people feel, so you can respond in the right ways.”

In addition to breaking down the online survey responses by country, the report provides data on customer satisfaction, balancing human-digital experiences, and lists “7 essentials for more human digital interactions”:

1) Intent decoding: Anticipate each customer’s intent.

2) Contextual framing: Personalize the experience based on your understanding of them, their needs, and their intent.

3) Empathetic agility: Understand customers’ emotions as they go through the customer journey and adapt accordingly.

4) Supportive feedback: Let customers know they’re on the right track to achieve their goal.

5) Basic manners: Follow societal norms and basic design principles.

6) Self-awareness: Design digital experiences that are an authentic representation of your brand.

7) Emotional reflection: Apply your digital lessons to future interactions.

The data for this report came from a global consumer study Qualtrics XM Institute conducted in Q3 2022 from 33,093 consumers across 29 countries: Argentina, Australia, Belgium, Brazil, Canada, China, Colombia, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Malaysia, Mexico, the Netherlands, New Zealand, the Philippines, Singapore, South Africa, South Korea, Spain, Taiwan, Thailand, the United Arab Emirates, the United Kingdom, the United States, and Vietnam.

To learn more or download the free 31-page report, click here.

Published: December 29th, 2022

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