Merkle, a leading data-driven customer experience management (CXM) company powered by Dentsu technology, announced the launch of the 2024 Importance of Customer Experience research series titled “From Engagement to Empowerment: Winning in Today’s Experience Economy.” The first edition has been announced. This report reveals what customers want in 2024.
The research process further revealed the answer to the question: What makes for a great brand experience? What have consumers come to expect? And are you meeting those expectations? The answers to these questions yielded some interesting findings.
- 55% of consumers want future experiences with brands to be more affordable or cost-effective
- 58% of consumers are extremely concerned about whether their data, privacy, and identity are protected
- 46% of consumers want future experiences with brands to be easier or more convenient
- +20%+ consumers across all industries strongly desire a human experience when requesting support
Merkle has published the CX Imperatives report for the past 12 years, and this year marks the first time that its forward-thinking flagship article is based on original research. This report is the first of several to be published in 2024 and focuses on insights from consumer research conducted in the fourth quarter of 2023. Markle surveyed 2,100 consumers and 820 brands from 18 countries and three continents. This first article focused on consumers and asked questions about topics such as AI in marketing, preferences regarding the use of customer data, and the adoption of emerging technologies. Brand responses will form the basis of a second report to be released this spring.
Advances in technology have continuously accelerated over the years, which has increased and evolved consumer expectations and given consumers greater control and influence over how brands market themselves. According to research by Markle, on average only 2.5 sources of information influence a consumer's brand decisions. Brands don't have the same margin for error as they once did. So it's important to embrace and support this new wave of empowered consumers and articulate how the experiences your brand provides will improve your customers' lives.
To gain an edge in an increasingly crowded field, Markle urges brands to focus on responding to consumers' expressed preferences for brand experiences to foster trust and build long-term relationships. .
“With this research, we wanted to provide CX professionals with real insight into how consumers experience brands today.” Said Pete Stein is global president of Merkle. “Brands that want to dominate in the experience economy must keep pace with evolving customer expectations.”
Our findings reveal six key imperatives for brands seeking to deliver an exemplary customer experience:
- Understand the basics of CX from the customer's perspective.
- Use customer data for the benefit of the customer.
- Create convenience and build trust using ethical AI.
- Meet customer needs for live human interaction.
- Focus on the post-purchase experience.
- Experiment with new technologies and invent new forms of customer empowerment.
stein In addition, “At a time when consumers have more control and purchasing choices, it’s important for brands to go beyond just following trends and get to the root of what a ‘good’ customer experience entails. For true customer empowerment.” requires more than just personalization. It requires authentic connections and experiences that resonate deeply.”
If you comment on the report, Harsha Razdan, CEO, South Asia, Dentsu Said, “We are witnessing a major shift from engagement to empowerment, where consumers expect more than just a transaction from brands. They want to protect their data, value their time, and improve their lives. They want meaningful interactions. This report is based on global research and helps you learn the fundamentals of customer experience, use data ethically, and leverage AI to improve convenience and trust. , provides practical guidance on how to prioritize human interaction, improve post-purchase experiences, and experiment with emerging technologies. We invite brands to join us on this exciting journey and explore the future of customer engagement. We welcome you to shape it.”
The 2024 essentials are available in a downloadable research report. Go here to download.
