Consumers in the UK are outshining their global peers in making social responsibility a priority when choosing which brands to support, according to new research from cloud-based experience firm InMoment. And unlike other areas in the study, UK companies were well aligned with consumers—they also say CSR is a major area of focus.
The firm’s 2019 UK CX Trends study found that 42 percent of consumers say that brands’ support of environmental, social and political causes is becoming more or much more important to their purchasing decisions. This is notable as previous research found UK consumers already rank CSR much higher than U.S. or Australian consumers—just 36 percent of U.S. consumers and 18 percent of Australian consumers said this factor is becoming more or much more important in their decisions.
InMoment’s annual CX Trends studies survey both consumers and brands to reveal where these two groups align, and where there are disconnects on important customer experience issues. In addition to the trend mentioned above, the 2019 study reveals four additional trends, as well as important takeaways, to help brands move beyond mistakes and realize the massive opportunities found in well-executed customer experience.
“Yes, customers expect more from brands, but they do so because there are brands out there delivering phenomenally simple, fast, different, and even profound experiences. As Paul Papas, global leader of IBM Interactive Experience said: ‘The last best experience that anyone has anywhere becomes the minimum expectation for the experiences they want everywhere.,’” the report’s introduction reads.
“By these new measures, when a brand doesn’t keep up, gets sloppy, or doesn’t do the work to understand what its customers really value, those customers notice—and they put the culprit on notice.”
The five trends include: