Adobe Experience Index (Southeast Asia): Consumer Experience … · 2020-06-19 · EXPERIENCE INDEX...

© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.

Adobe Experience Index (Southeast Asia): Consumer Experience Expectations Score & InsightsJune 2019


ADOBE EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS INSIGHTS

Executive Summary

2

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).


Why Does This Matter?


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

4

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 retailer ona second platform

Consumer Retail Experiences - Southeast Asia


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


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 on asecond platform

Consumer Retail Experiences by Age - Southeast Asia

18-34 35+


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

6


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+


Overall Consumer Experience Index Scores


EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE

Consumers indicate experiences have significant room to improve

8


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


Generational Differences


EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE

Consumers over 50 give higher experience index scores.

10

Know Me and Respect Me and Delight Me at Every Turn drive higher scores among those 50+


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


Technology Sentiment


EXPERIENCE INDEX (SOUTHEAST ASIA): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE

Personal service is required; consumers comfortable with everyday interactions being automated.

12

Personal vs. Automation

• P18-24 least likely to be delighted by automation


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


Innovation and Experience Makers & Breakers

13


EXPERIENCE INDEX (SOUTHEAST ASIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Innovations: Future innovation that helps save time is most impressive.

14

Out of 100 total possible points

Expected Impressed


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


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.

15Data 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


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.


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


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.


Impressed

Expected

41 3843

4751 48

53 56

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 for confirmationafter 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+


Experiences by Industry

18

© 2018 Adobe Inc. All Rights Reserved. Adobe Confidential.19

EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE BY INDUSTRY

Consumers rate customer service and anticipation of information lower across all industries.


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


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%

Accessing contentvia online app

Accessing contentvia Website

Customer servicevia chat or phone

Anticipateinformation that's

needed

Ease of check out Return/cancellationpolicy

Consumer Ratings for Good Media & Entertainment Experiences: Southeast Asia

68% 63%53% 53%

62%

0%

20%

40%

60%

80%

100%

Accessing contentvia online app


Website

Customer servicevia chat or phone

Anticipateinformation that's

needed

Ease of check out

Consumer Ratings for Good Financial Services Experiences: Southeast Asia


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

20



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+


Appendix

21


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


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

sitivity

Sc

ale

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

Adobe Experience Index (Southeast Asia): Consumer Experience … · 2020-06-19 · EXPERIENCE INDEX...

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