InMoment：2018年零售客户体验趋势报告（英文版）(15页).pdf

1、Trust and Loyalty in the Experience Economy 2018 Retail CX Trends Report Table of Contents 02040611 012018 CX Trends Report IntroductionTrend #1: Trust and Mistrust Are Earned Trend #2: Loyalty Is Alive and Well. Complicated Trend #3: Consumers Want Experiences, Not Just Purchases Methodology InMome

2、nt surveyed 1,300 consumers in the United States to understand the state of trust and loyalty, as well as customer perception about retailers attempts to offer more experiences versus simple transactions. Data has been cleansed and validated. Introduction In the age of what McKinsey here are the thr

3、ee major themes that surfaced: 032018 CX Trends Report Trust and mistrust are earned. Consumers are clear regarding what brands must do to gain their trust, and equally as clear as to what they will give in return. Loyalty is alive, and well complicated. Todays consumers are clearly loyal. However,

4、how modern loyalty manifests itself may surprise brands. Consumers crave experiences, not just purchases. Even simple transactions can be mean- ingful, but consumers appreciate when brands make small efforts to make a transaction feel like more than a generic exchange. Theres a lot of good news for

5、brands in these findings. Despite the popular narrative, consumer loyalty absolutely still exists albeit in a much more complex and nuanced fashion than normally acknowledged. And retailers are right to focus on building trust with their customers, however keeping data safe isnt the end-all, and its

6、 definitely not enough. Finally, despite concerns regarding “ever increasing expectations,” customers care less about being wowed than they do about retailers keeping their basic promises. #1 #2 #3 Trend #1: Trust and Mistrust Are Earned Its not surprising that customers want to shop with brands the