1、Its time for aconsumer-centred metric: introducing return on experienceGlobal Consumer Insights Survey 2019Its now been a full decade since the Great Recession ushered in whats often called the new normal, a supposed recalibration of whats possible in terms of global economic growth. But a funny thi
2、ng happened: the worlds consumers displayed unexpected resilience, driven by technological advances that have unleashed a Golden Age of consumption, offering a worldwide bazaar of goods and services open day and night to anyone with a mobile phone.As of March 2019, despite gyrating global stock mark
3、ets, trade uncertainty, slowing growth in China and an international lurch towards populism and isolationism, consumers stand astride the global economy, still working, still buying, still confident about the future and still embracing new technology. In fact, according to analysis reportedin the Fi
4、nancial Times in 2018 the global unemployment level fell to 5.2%, the lowest level in 38 years. And in September 2018, the BrookingsInstitution reported that for the first time in history, just over half the people on Earth 3.8 billion were rich enough to be classified as middle class.Not only are c
5、onsumers the strongest link in the global economic chain, but PwCs 10th annual Global Consumer Insights Survey (GCIS) which gathers the sentiments of more than 21,000 online consumers in 27 territories* shows that the technological tools available to them have put them in aposition to demand a tailo
6、red, channel- agnostic, socially conscious and social- media-powered experience. “Whether your organisation sells household goods, health services, cars or financial services, delivering a superior experience willbe what makes you a winner,” says John Maxwell, PwCs Global Consumer Markets leader.In
7、fact, in addition to the traditional return oninvestment (ROI) metrics used to determine a companys success, PwC believes itstime to introduce anothermetric, one with a focus on customer experience. Because consumers today are so discerning and powerful,its our perspective thatmost organisations nee
8、d to invest far more in customer experience (CX). Measuring return on experience (ROX), will help you understand your earnings on investments in the parts of your company directly related to how people interact with your brand.CanadaUSABelgiumDenmark France Germany Hungary Ireland Netherlands Poland
9、 Spain Switzerland UKRussiaMiddle EastChinaJapan Hong Kong Indonesia Malaysia Philippines Singapore Thailand VietnamBrazilSouth Africa AustraliaTotal respondents:21,480Source: Global Consumer Insights Survey 2019To put the insights from our GCIS research into context, we have supplemented them with
10、interviews from executives from consumer-facing companies to learn more about their views of the changing consumer and PwCs ROX framework. We also have gathered input from PwCs expertsand drawn insights from other PwC publications. This executive summary is divided into three sections to help start
11、you on the path to understanding ROX: How consumers are redefining customer experience Measuring your ROX Six imperatives for improving your ROXFigure 1: Where we did our researchHow consumers are redefining customer experienceThe late Apple co-founder and longtime CEO Steve Jobs famously believed t
12、hat, when it came to product design, less was more, and of course his creations delighted consumers all over the world. But even though this has been a winning theory in design, when it comes tothe proliferation of technology, todays consumers generally seem to want more, more, more. With voice assi
13、stants, for example, homes and cars have become digital, too. So before we delve into ROX and how you can measure and improve it, lets take an overall look at PwCslatest GCIS results to better understand what sort of experiences consumers are now demanding.An increasingly digital way of life Our sur
14、vey findings attest to the steady encroachment of digital technologies into every corner of consumers lives. For example, the percentage of respondentswho buy something online weekly or more frequently rose five percentage points year-over-year, to 31%, and the share of consumers who never shop onli
15、ne fell by three percentage points (see Figure 2).Figure 2: Almost a third of consumers buy products online weekly or more frequently, up 5 percentage points YoY36% (+1pp)Q: On average, how often do you buy products online? 23,066 respondents (*pp = percentage points) Source: Global Consumer Insight
16、s Survey 20196% (+2pp*)25% (+3pp)23% (-2pp)3% (Unchanged)7% (-3pp)NeverFew times per yearOnce per yearMonthlyWeeklyDaily50%40%30%20%10%0%In-store PC Tablet Mobile/SmartphoneQ: How often do you buy products (e.g. clothes, books, electronics) using the following shopping channels? (Excluding grocery s
17、hopping) 21,480 respondents (Note: Chart combines daily and weekly shopping)Source: Global Consumer Insights Survey 2019The findings also confirm that smartphones have become the go-to technology for online shopping, with 24% of our global sample using a mobile phone to shop at least weekly, compare
18、d with 23% using a PC and 16% using a tablet (see Figure 3). This is the first year in the decade weve been conducting our study that mobile phones were used more than other digital devices.As consumers become more familiar with and trusting of digital technology, they are going online for other ser
19、vices, too. More than half (51%) of our survey respondents paid bills and invoices online in 2018, and the same percentagetransferred money online. Cord-cutting is increasingly popular, too, with 54% ofthose surveyed streaming movies and TV two times a week or more. Generation Z leads this trend. Mo
20、re than 50% said they stream entertainment once a day or more frequently. Many younger consumers also go to online sources first for news and current affairs; 39% of them said they go directly to social media for information, compared with 25% overall.Mobile payment services also are gaining widespr
21、ead acceptance, especially in emerging regions that have leapfrogged past landline-based telephone systems and gone straight to mobile andFigure 3: Consumers shop on smartphones more often than on PCs2015 2016 2017 2018 201923% 24%China 86%86%Thailand 67%Hong Kong* 64%61%Indonesia 47%Singapore 46%Mi
22、ddle East 45%Philippines 45%Russia 45%9 2018Malaysia 40%23% Indicates biggest movement year-over-year27%31%20125%20%34%38%37Vietnam24%42%48%smartphones. The number of people making mobile payments in stores is growing fastest in Vietnam, where our survey showed that the percentage of consumers using
23、 such services in-store increased by 24 percentage points, to61%, in a single year. In the Middle East, the percentage grew by 20 percentage points, to 45% (see Figure 4). Globally, 34% of consumers paid for purchases using mobile payment in-store, up from 24% a year earlier.Figure 4: Biggest growth
24、 in mobile payment in Vietnam and Middle EastQuestion: Paid for my purchase using mobile payment (summary by territory)*Low base for Hong KongSource: Global Consumer Insights Survey 2019A frictionless purchase journey Our survey also suggests that the less friction in the purchase journey, themore o
25、ften consumers will shop and the more theyll spend. For instance, 65% of our global sample does at least someshopping with Amazon.1 But whats really interesting is that of those individuals, more than one-third (34%) said they shop more frequently because theyuse Amazon, which to PwC suggests that t
26、here must be something about the experience that encourages shopping.Italian luxury fashion online retailer Yoox Net-a-Porter Group (YNAP) sees this, too. In 2017, for the first time, YNAPs online sales revenue from shoppers using mobile phones surpassed its online sales revenue from PCs and tablets
27、, respectively. (Results from 2018 werent available at the time of publication.) And crucially, YNAPs own research showsthat its mobile customers buy much more frequently than its desktop customers and spend significantly more per year.Its no coincidence, according to Enrico Cavatorta, who served as
28、 YNAPs chief financial officer through January 2019. “By enhancing the customer experience at the layer that allows interactions with consumers the web store, the mobile interface YNAP finds that customers spend more time and money shopping with them,” Cavatorta told PwC in a January 2019 interview.
29、Digital voice assistants powered by artificial intelligence (AI) also contribute to a frictionless purchase journey. In our survey, 9% of consumers told us they use voice technology to shop online weekly or more frequently. Asshopping by voice continues to catch on, companies should be thinking beyo
30、nd mobile to consider how voice technology in homes, cars and elsewhere willaffect customer experience. The bar for brand leadership will continue to shift as organisations launch increasingly consumer-friendly technologies.To design frictionless experiences, its important to think about where the p
31、ain points are in your current customer interfaces. David Clarke, PwCs global chief experience officer, says mobile shopping is becoming popular partly because it has demolished barriers that can discourage consumer engagement. For instance, concierge desks in hotels or checkout counters in departme
32、nt stores might seem like opportunitiesto engage with customers, but they actually can slow down and frustrate people, which hurts real engagement. Mobile shopping is taking off because it comes with no physical barriers, such as checkout lanes or parking lots, and no emotional barriers, such as sto
33、re clerks who dont make eye contact. “In a way,” Clarke says, “mobile is actually helping consumers enjoy deeper relationships with their favourite retailers and brands. It makes for fewer frustrating, high-friction interactions for customers.”Some barriers to engagement can be overcome with consume
34、r education or through the sheer value of the core experience. Buy online and pick up in store (BOPUS) a purchase journeythat in the UK is often called click-and- collect is just picking up steam in the US. It requires customer training, says PwC US principal Tom Johnson, who primarily serves retail
35、ers andconsumer packaged goods companies. “BOPUS is a whole new experience,”Johnson says. “Customers are going to ask, How does everything work?How does the locker work if Im picking up from a locker? Where do I pull my car in to collect my purchases? Employees can go a long way in helping the custo
36、mer through these changes, so you have got to invest in those employees to make this happen.”A blend of physical and digital approachesMixing physical or human elements into digital interactions can sometimes make for better customer experiences, especially in sectors where customeracquisition requi
37、res education, explanation or personalisation. Financial institutions, for example, often have trouble moving past servicing customer needs online to selling to consumers online and building a relationship with them.Franoise Lamotte, head of direct- to-consumer and digital innovation for MetLife in
38、its Europe, Middle East and Africa region, told PwC a hybridapproach is needed. “You still need the human interaction with the customer to explain the product, understand the need and provide the right solution,” Lamotte said in a January 2019 interview.According to PwCs new GCIS findings, just 15%
39、of our global sample acquired insurance via a digital channel in the past year, only 13% got a personal loan, and 12% executed a financial planningdecision. Its not only in financial services that customer acquisition often requires intensive personal effort. Companiescan create opportunity, though,
40、 byAlmost75% of surveyed consumers haveup to three healthcare, wellness or fitness apps on their smart devices49%Exercise instruction and monitoring43%Diet, weight loss and healthy eating26%Stress reduction21% 26%Appointment and prescriptions37%Vital signmonitoringSleep23%Fertility and period tracki
41、ng22%First aid and other medical information16%Live online visits w/ a medical caregiveraugmenting an in-person interaction with digital content before, during and after that interaction. Designing these blended experiences is one of the greatest opportunities to boost ROX. AI and virtual reality (V
42、R) can help create better and personalised digital content experiences, too, allowing executives toclose the gap between the success of in- person sales acquisition and digital sales acquisition.In general, whether acquiring customers or serving them over the long term, companies will need to think
43、in novel ways. Lamotte told PwC the futureof insurance, for example, could be more targeted, short-term, on-demand products connected to a specificexperience or event that a person will have in the near future. “We need to shift our customer journey to associating our insurance solution with various
44、 customer experiences,” Lamotte said.Consumers embrace a brave new worldPwCs survey shows that consumers are increasingly willing to engage in nontraditional activities online. This trend is especially noticeable in healthcare, where almost two-thirds of our global sample said theyre willing to acce
45、ssservices through companies not typically associated with health, such as Amazon, Apple and Facebook. And why not?Consumers are already using their mobile phones for health information: Almost 75%Figure 5: Wide adoption of healthcare, wellness and fitness appsQ: Do you use any healthcare, wellness,
46、 fitness or medical applications on your phone, smartwatch or tablet? 21,480 respondentsQ: Please indicate which of the following types of apps, if any, you use. Note: Four percent stated “None of the above” 9,474 respondents Source: Global Consumer Insights Survey 2019of aboveNot sure5%4%of survey
47、respondents who use health- related apps said they have as many as three fitness, healthcare or wellness apps on their mobile devices (see Figure 5).Consumers are pushing other boundaries, too. Almost half of consumers in our survey (46%) would like to have an autonomous vehicle today or would consi
48、der one in the future, and anadditional 21% would be quite interested in learning more about the technology.2 Theyre most interested in automotive features that eliminate the human element of driving decisions and actions, such as braking, hazard perception and parking assistance (see Figure 6). And
49、 in the financial services arena, 32% of our global sample would consider investing in digital currency.Figure 6: Consumers are ready for driverless carsNoneThe most desired features are those that take the human element out of driving decisionsQ: If a connected and autonomous vehicle was made available to you, which of the following features would be most attractive to you? 21,480 respondents Source: Global Consumer Insights Survey 2019Fully automated driving 34%Autom
