Customers expect brands to use technology to improve online experiences: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
August 25, 2021, 5:27 PM UTC

A recent Acquia study found brands are failing to meet customer experience expectations.

Around 82% of marketers feel they are meeting customer expectations. In contrast, only 10% of customers think brands provide them with a “good experience”. 82% of customers believe technology should make their online experiences with brands better. 53% of consumers think AI would improve their brand interactions.

Most consumers want a convenient experience when they interact with a brand online. 80% of customers said they would be more loyal to a brand that understands them and their needs. But, 63% also said they would abandon a brand because of a poor experience.

While customers expect brands to improve their experiences, they are also reluctant to share excessive personal information. Additionally, a majority of marketers (57%) said technology has made it difficult for them to offer personalised experiences to customers.

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