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Adobe Experience Index (Southeast Asia): Consumer Experience Expectations Score & InsightsScott Rigby, Head of Digital Transformation, Adobe Asia Pacific16 August 2019
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ADOBE EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS INSIGHTS
Executive Summary
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Experiences tenets are at or above the 50% mark.
• Slightly lower than the US, but all tenets have the same ranking
• “Know Me and Respect Me” and “Delight Me at Every Turn” are rated higher
• Consumers are more critical when things are broken or don’t meet their expectations. “Speak in One Voice” and “Make Technology Transparent” came in lowest.
Scores increase with consumers age.
Consumers desire personal service but also crave human
interaction.
The most exciting future innovations enhance real life
interactions.
• Top ranked experiences include enhancing hotel, museum and arena visits.
• Most negative experience scores revolve around lack of understanding of policies (e.g. ongoing fees, hidden fees, returns or cancellation)
Addressing needs – either support or future – represents
the biggest area for improvement.
• Across all four industries, Retail, Travel & Hospitality, Media & Entertainment, and Financial consumers gave companies low marks in terms of delivering good customer support and ability to anticipate information needs.
• P50-64 have the highest consumer experience scores which is largely driven by “Know Me and Respect Me”
• ”Speak in One Voice” is rated equally across all age segments
• 3 in 4 believe that technological innovations will improve their lives. However, 2 in 3 consumers 50+ are concerned that automation will eliminate jobs.
• 3 in 4 consumers across age segments want personalized service, but 2 in 3 can be delighted by automated interactions (slightly lower for P18-24).
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Why Does This Matter?
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER RETAIL EXPERIENCES
Frustrated Consumers: Over 1 in 4 have had bad customer experience or customer care; Net result 1 in 3 abandoned cart
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
33%
24%
25%
25%
31%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
I abandoned a cart because the purchase process wastoo time consuming/complicated
Company never got back to me on an inquiry
I received a faulty product and the company wouldn'thonor their return policy
Company sent me the wrong product
Company couldn't answer a simple question abouttheir product or service
I had to re-input info when engaging with a retaileron a second platform
Consumer Retail Experiences - Southeast Asia
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER RETAIL EXPERIENCES BY AGE
Frustrated Consumers: 4 in 10 Millennials had to re-input information across platform; 1 in 4 P35+ never heard back from company; Net result 1 in 3 abandoned cart
5
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
35%
21%
24%
28%
30%
32%
32%
28%
25%
20%
33%
42%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
I abandoned a cart because the purchase process wastoo time consuming/complicated
I received a faulty product and the company wouldn'thonor their return policy
Company sent me the wrong product
Company never got back to me on an inquiry
Company couldn't answer a simple question about theirproduct or service
I had to re-input info when engaging with a retailer ona second platform
Consumer Retail Experiences by Age - Southeast Asia
18-34 35+
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EXPERIENCE INDEX (SOUTHEAST ASIA): ACTIONS TAKEN AFTER BAD CUSTOMER EXPERIENCE
Complaint Department: P35+ more likely to complain directly to the company, Millennials more likely to tell others; 4 in 10 will stop purchasing from the company
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
51%48%
42%
38%35%
29%
2%
42% 44%
48%
39%
31%
24%
4%
0%
10%
20%
30%
40%
50%
60%
Told friends aboutit
Told a familymember about it
Complaineddirectly to the
company
Stopped buyingfrom that company
altogether
Posted about theexperience onsocial media
Posted a review ofthe company on a
review site
None of the above
Actions taken after last bad online customer experience - Southeast Asia
18-34 35+
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Overall Consumer Experience Index Scores
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE
Consumers indicate experiences have significant room to improve
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Tenet Consumer Experience Expectations Score
Know Me & Respect Me 57 / 100
Delight Me at Every Turn 54 / 100
Make Technology Transparent 50 / 100
Speak in One Voice 50 / 100
Southeast Asia Overall Score: 212 / 400
• Consumers rank experiences at an average of 50% of potential score• ‘Know Me & Respect Me’ and ‘Delight Me at Every Turn’ are ranked higher
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Generational Differences
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE
Consumers over 50 give higher experience index scores.
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Know Me and Respect Me and Delight Me at Every Turn drive higher scores among those 50+
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Out of 100 total possible points
207 210 212220
100
120
140
160
180
200
220
240
18 to 24 25 to 34 35 to 49 50 to 64
Consumer Expectations Index Total Scores by Age - Southeast Asia
0
10
20
30
40
50
60
70
Delight Me At EveryTurn
Know Me & RespectMe
Make TechnologyTransparent
Speak in One Voice
Consumer Expectations Scores - by tenet and age -Southeast Asia
18 to 24 25 to 34 35 to 49 50 to 64
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Technology Sentiment
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EXPERIENCE INDEX (SOUTHEAST ASIA): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE
Personal service is required; consumers comfortable with everyday interactions being automated.
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Personal vs. Automation
• P18-24 least likely to be delighted by automation
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
76%83%
78% 79%
0%
20%
40%
60%
80%
100%
18 to 24 25 to 34 35 to 49 50 to 64
% Agreement: 'Whether in store or online, businesses should provide personal service' by age
- Southeast Asia
62%
71% 68% 71%
0%
20%
40%
60%
80%
100%
18 to 24 25 to 34 35 to 49 50 to 64
% Agreement: 'If done well, a completely automated interaction with a company can still delight me' by age -
Southeast Asia
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Innovation and Experience Makers & Breakers
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Future innovation that helps save time is most impressive.
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Out of 100 total possible points
Expected Impressed
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
44
44
47
48
49
49
0 10 20 30 40 50 60 70 80 90 100
Bump phones at restaurant to pay share of bill
Learning a language adapts to my own progress
Smart prescription bottle
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Government interaction automation
Futuristic Innovation Experiences: Southeast Asia - Total Score
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Top Experience Makers (Positive): Consumers are most impressed by experiences that that save them hassle or delight them.
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Ability to order food at a stadium from my mobile phone and have it delivered to my seat
App allows for museum tour based on pointing at objects
Hotel app let's me check in and serves as mobile key
Expected Impressed
Average Positive Score
50
51
53
0 20 40 60 80
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TASK
Worst Experience Breakers (Negative): Like US consumers, Southeast Asia consumers find unexpected cost situations to be the biggest experience breakers.
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Angry Annoyed
No return policy for marketplace seller is not highlighted prior to online purchase
Non cancellation policy for travel purchase is not highlighted prior to online purchase
Hidden monthly fees not disclosed until after purchase
Average Negative Score
48
48
52
0 20 40 60 80
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EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY AGE RANGE
P35+ are more excited about tracking information, not having to deal with customer service reps and bringing museum objects to life through an app.
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Impressed
Expected
4138
4347
5148
5356
0
10
20
30
40
50
60
70
80
90
100
Have luggage scanned and receivefrequent updates as to where it's at
Receive a text asking forconfirmation after unusual purchase
and card is not suspended
Complete a car insurance claimfrom mobile phone without needing
call or visit
Museum mobile app that providesinfo on artifacts when pointed at
Consumer Expectations Scores: Generational Differences Southeast Asia
18-34 35+
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Experiences by Industry
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EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE BY INDUSTRY
Consumers rate customer service and anticipation of information lower across all industries.
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
74% 72%
58%52%
68%
50%
0%
20%
40%
60%
80%
100%
Accessingcontent viaonline app
Accessingcontent via
Website
Customerservice via
chat or phone
Anticipateinformation
that's needed
Ease of checkout
Returnpolicies
Consumer Ratings for Good Retail Experiences
80%75%
64%57%
71%
56%
0%
20%
40%
60%
80%
100%
Accessingcontent viaonline app
Accessingcontent via
Website
Customerservice via
chat or phone
Anticipateinformation
that's needed
Ease of checkout
Cancellationpolicies
Consumer Ratings for Good Travel & Hospitality Experiences: Southeast Asia
72% 72%59% 55%
66%
46%
0%
20%
40%
60%
80%
100%
Consumer Ratings for Good Media & Entertainment Experiences: Southeast Asia
68%63%
53% 53%62%
0%
20%
40%
60%
80%
100%
Accessingcontent viaonline app
Accessingcontent via
Website
Customerservice via chat
or phone
Anticipateinformation
that's needed
Ease of checkout
Consumer Ratings for Good Financial Services Experiences: Southeast Asia
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EXPERIENCE INDEX (SOUTHEAST ASIA): IMPROVEMENTS ACROSS CATEGORY BY AGE
What’s Better?: The majority have seen an improvement in customer experience across categories; P35+ have seen a larger improvement in terms of booking travel, P18-34 for accessing video content
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Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
Data Source: Southeast Asia Consumer Experience Expectations Survey 2019. April 2019 n = 1,003
83%80%
77% 75%77%80%
75%79%
0%
20%
40%
60%
80%
100%
Video content Banking eCommerce Booking travel
For which of these types of purchases have you seen the most improvement in the past two years in terms of providing the ideal customer experience - Southeast Asia
18-34 35+
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Appendix
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EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey 2019 Methodology (Southeast Asia)
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.
Survey Date Range and Countries:
Survey Sample: Survey Format:
Conducted in April 2019- Singapore- Indonesia- Malaysia- Thailand- Philippines- Vietnam
1,003 Southeast Asian adults
18 or older who owned a qualifying
device.
Online survey regarding preferences and expectations for digital experiences in the Retail, Travel & Hospitality, Media & Entertainment, and Financial Services industries.
Respondents answered questions for up to 2 industries
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Positive Reaction
Negative Reaction
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey Scoring Methodology
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Experiential Questions
Good Experiences
Bad Experiences
Response Point Allocation per Question
Strong
Mild
Neutral
Neutral
Mild
Strong
• Consumers were given serval possible actions they could take when faced with a number of positive and negative experiences they might face.
• There responses were organized in a scale that captured their reaction from strong positive to strong negative.
Points given based on strength of response.
No points are given for having the least positive response “as expected”.
Po
sit
ivit
y S
ca
le
Final Score is a composite of the Positive and Negative Scenario Scores within each Tenet to produce a score out of 100 possible points per tenet, for a total of 400 possible points
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