INMOMENT：2023年亞太地區(qū)零售消費(fèi)者趨勢(shì)

2023//

INMOMENTTRENDSREPORT

APACRetailConsumerTrendsReport

ThreeTrendsThatWillTakeYouFromTable-Stakes

ExperiencestoMemorable,Business-BuildingCXStrategies

/23

COPYRIGHT?2023INMOMENT,INC.ALLRIGHTSRESERVED.

APAC

2023//

INTRO

Atthebeginningofeachnewyear,it’sagiventhatyouwillhavemultipleconsumertrendsreportsinyourfeed,inbox,andads.Butwecanpromiseyou,thisreportisunlikeanyyou’veseenbefore—itwasdesignedtoinformyourcustomerretentionandacquisitionstrategiesmorethananyreporteverhas.

PG#03

WhatMakesThisRetailConsumerTrendsReportDifferent?

PG

#05

ACloserLookatOurData

PG

#08

AnOverviewoftheRetail

TrendsYouNeedtoKnow

PG

#11

Trend#1:ConsumersWillNo

LongerSettleforConvenience

PG

#14

Trend#2:ConsumersNow

ExpectHybridExperiences

PG

#18

Trend#3:TraditionalApproaches&UnderstandingsAreOfficiallyOutdated

PG#26

HowYouCanTakeAction

PAGE|2

2023//

SECTION1

WhatMakesThisRetailConsumerTrendsReportDifferent?

PAGE|3

2023//

SECTION1|WHATMAKESTHISRETAILCONSUMERTRENDSREPORTDIFFERENT?

T

heunspokentruthisthatmost consumertrendreportsaren’t keepingupwithyourshoppers.Why?Becausetheyarelargelybasedonsurveyfindingsalone.

However,onlyafractionofyourconsumervoicecanbeheardviasurveys.

Asaretailer,youknowthatthevastmajorityoftheinsightsyouneedtoshapeyourmerchandising,productdevelopment,ecommerce,andoverallbusinessstrategyareonreviewsites,socialmedia,fromyouremployees,andbeyond.

That’swhythisRetailConsumerTrendsReportisderivedfromallavailableconsumerdata,acrossmultiplechannels.Tobemorespecific,weleveragedover120,000+retaildatapointsinAPACtoaccessthefindingsyou’lldiscovertoday.

RETAILCONSUMERDATA

SURVEYDATA

PAGE|4

2023//

SECTION2

ACloserLook

attheData

PAGE|5

2023//

SECTION2|ACLOSERLOOKATTHEDATA

SOCIALSIGNALS

[TIKTOK,INSTAGRAM,FACEBOOK,ETC.]

First,westartedwithexistingsocialsignalsaboutretailexperiencesfromTikTok,Instagram,Facebook,Twitter,andbeyond.WeminedthisdatafortopicsandsentimentleveragingInMoment’sSpotlightsolution.

S

o,wheredidthose120,000+ datapointscomefrom?Here isaquickbreakdownofhowwewentfromcollectingdatatoidentifyingtheneed-to-knowtrends.

Sowhydoesthisapproachmakesuchabigdifference?BecauseweareleveragingwhatwecallanIntegratedCXapproachtoconsumerdata,ratherthanjustrelyingonasurveyalone.Thisenablesustogetatrulyholisticperspectiveofconsumerbehaviour.

Additionally,wearetrulylettingconsumersidentifythetrendsratherthanmerelycreatingasurveybasedonourownperceptionoftheexperiencesretailconsumersdesire.

ONLINEREVIEWSIGNALS

[GOOGLEREVIEWS,DIGITAL,GLASSDOOR,ETC.]

WethenaddedonlinereviewdataaboutretailersfromGoogle,Glassdoor,andothersitesviaourReviewManagementsolution(ourintegrationwith

ReviewTrackers

)intoSpotlightalongsidethesocialdata.

HISTORICDATA

[2022]

Next,weusedSpotlighttoaggregateInMomentretailconsumerdatafromsurveysandothersourcesin2022.

MARKETPULSESURVEY

Onceweminedallthatexistingdatafortrendsandinsights,weleveragedInMoment’sMarketPulsetofillintheblanks,hearconsumerstories,andgainmorecontext.

2023//

SECTION2|WHATISINTEGRATEDCX?

?

WHATISINTEGRATEDCX?

IntegratedCXisInMoment’sapproachthathelpsbusinessesimproveexperiencesandachievemeasurablebusinessoutcomesfromcustomerexperienceinitiatives.

IntegratedCXconnectscriticalaspectsofasuccessfulcustomerexperience,including:

INTEGRATEDSIGNALS:

Bringingtogetherthevoiceofcustomersandnon-customersacrossthefullcustomerjourneyfromsurveys,chats,reviews,calls,etc.

INTEGRATEDINSIGHTS:

DeliveringbothleadinginnovativetechnologyandstrategicexpertisetodeliverROI

INTEGRATEDACTION:

Eliminatingthesilosthatexistinmanycompanies,facilitatingacoordinated,data-drivenapproachtoprioritisingaction

PAGE|7

2023//

SECTION3

AnOverviewoftheRetail

TrendsYouNeedtoKnow

PAGE|08

2023//

SECTION3|WHATARETHENEED-TO-KNOWRETAILCONSUMERTRENDSFOR2023?

LET’SGETINTOIT

WhatAretheNeed-to-

KnowRetailConsumer

Trendsfor2023?

Leveragingour

industry-leadinganalytics

andtheexpertiseofour

StrategicInsights

Team

,weexaminedall120,000+datapointstohelpyouidentifythemake-it-or-break-itconsumerdemandsthatwillinfluenceyourcustomeracquisitionandretentionplansaswellashelpyouunderstandwhoyou’resellingtoonadeeperlevelwhileavoidingpotentialexperiencepitfalls.

120k+datapoints

Pleasetellusmoreaboutyourmostrecentexperience.

INDUSTRY

Retail

CustomTags

120K+

DATAPOINTS

Pharmacy

eCommerce

PAGE|09

2023//

SECTION3|ANOVERVIEWOFTHERETAILTRENDSYOUNEEDTOKNOW

HERE’SWHATWECAMEAWAYWITH:

TREND#1

ConsumersWillNoLonger

SettleforConvenience

TREND#2

ConsumersNowExpect

Seamless,HybridExperiences

TREND#3

TraditionalApproaches

&UnderstandingsAre

OfficiallyOutdated

Ultimately,thereisonegreaterthemethatunitesthesethreeexperiences:theretailcustomerexperienceapproachofyesterdaywillbemeretablestakeswhenyou’recompetingforyourcustomers’loyaltyin2023.

Andwhileofferingslikebuyclick-and-collect,

freeshipping,andthelikemayofferpassible

experiencesforyourshoppers,thereareother

strategiesthatwillhelpyouwinandkeeptheir

businessforyearstocome.

So,foreachtrendthatfollows,wewillidentifytheexperienceelementsthataretablestakes,andthenunveilthestrategiesthatwillhelpyoustandoutin2023!

PAGE|10

2023//

SECTION4|TREND#1

T/01

ConsumersWillNoLonger

SettleforConvenience

PAGE|11

2023//

SECTION4|TREND#1/CONSUMERSWILLNOLONGERSETTLEFORCONVENIENCE

B

efore2020,conveniencewasking forretailers.Themostinnovative brandsofthetimewerefocusedonbroadeningtheirdigitalofferings,addingselfcheckout,andimplementingnewpaymentoptions,whileotherswerestillfocusedonbrick-and-mortarexperiences.Then,theglobalpandemicforcedallretailerstoadoptconvenience-(andfranklysafety-)basedexperiencesorriskcatastrophiclosses.

Inourresearch,wediscoveredthatthoughtheseconvenience-basedexperiences(likeclick-and-collect,selfcheckout,andthelike)aremeretablestakesfortoday’sconsumer.

Now,don’tgetuswrong.Wearebynomeanssayingthattheseofferingsareunimportant—justtheopposite.Infact,withouttheseexperiences,consumerswillnotshopwithyouatall.

SoIfConvenienceAloneWon’t

DrivePurchasesin2023,WhatWill?

Aspromised,weminedall120,000+datapointstouncovertheexperiencesthatwillbedifferentiatorsforyourconsumersinthenextyear.

Andbecauseretailissuchabroadindustry,webrokedownthedriversofacquisitionandretentionintomorespecificretailsegments:

BIGBOX

SPECIALTY

GROCERY

TheBrand’sSocialPresence

Proactive

Sustainability

Digital

In-Store

PHARMACY

DISCOUNT

Personalisation

(Particularly

fromStaff)

PlentifulStock&

UniqueOptions

PAGE|12

2023//

SECTION4|TREND#1/THEPOWEROFSOCIALMEDIA&INFLUENCERMARKETING

ThePowerof

SocialMedia

&Influencer

Marketing

Whenlookingatretailasawhole,wefoundthatastrongsocialmediapresencedroveacquisitionandretentionacrosstheboard.Inourdata,over60%ofretailerswhohadastrongTikTokandInstagrampresencenotedhigher“purchaseintent”sentiments.

Andsincealargecomponentofsocialmediapresenceforretailersisinfluencermarketing,weaskedwhetherAPACconsumershadpurchasedfromaretailbrandbecauseofasocialmediainfluencer

inthelastyear.Here’swhatwefound:

Ofthosewhousedsocialmedia,ONEINFOURpurchasedaproductthroughsocialmediaand/orasocialinfluencer(Instagram,TikTok,Facebook,etc.)

OVERHALFofAPACconsumerswillmakeaproductpurchaseviasocialsignals(influencers)in2023—asignificantincreaseinthecomingyear!

PAGE|13

2023//

SECTION5|TREND#2

T/02

ConsumersNowExpectHybridExperiences

PAGE|14

2023//

SECTION5|TREND#2/CONSUMERSNOWEXPECTHYBRIDEXPERIENCES

G

onearethedaysofsiloedin-storeor onlineexperiences.Consumerswill expectaseamlessblendofbothin2023—butwhatdoesthatlooklike?

Previously,elementslikeclickandcollect,free-shippingonreturns,andthelikewouldhavebeenconsideredcutting-edgehybridexperiences,butstayingtruetoourtheme,theyarenowexpected.

Infact,oneofthreeofyour

consumerswillexpectyourbrand

toadoptahybridapproach.

Todrilldownevendeeper,weaskedconsumerstorankthehybridexperiencestheyexpectretailbrandstoofferwiththestipulationthatwithoutthoseexperiences,they’dbeunlikelytopurchase.Here’swhat

HYBRIDEXPERIENCESCONSUMERSWILLEXPECTYOUTOOFFER:

SPECIALOFFERSANDDISCOUNTS

#1RANKED

PERSONALEXPERIENCE/RECOMMENDATIONSFROMSTAFF

#2RANKED

FREERETURNSANDREFUNDS

#3RANKED

BRANDVALUES

#4RANKED

RECOMMENDATIONSFROMONLINEREVIEWS

#5RANKED

Consumerswereparticularlyadamantthatoneoftheseexperiencesinparticularwasamake-or-breakoption.

weheard:

PAGE|15

2023//

SECTION5|TREND#2/HYBRIDEXPERIENCESTHATWILLEXCEEDCONSUMERS’EXPECTATIONS

Over50%ofAPACconsumerssaidfreerefundsandreturnsareESSENTIALwhenpurchasingfromabrand.

Talkaboutanultimatum!Thevoiceofthecustomerisreallystronghere,however,therearemanyretailersthatareforgoingtheirfreereturnpoliciesdueto“bracketing”(theprocessofbuyingonesizesmallerandonesizebiggertoseewhatfits)costingthemextrainreturns.Thoughthispolicychangemaycutcostsinitially,it’sclearthatitwillalsocostyourbrandquiteafewcustomersinthelongterm.

HybridExperiencesThatWillExceedConsumers’Expectations

Sonowthatwe’vedefinedtheelementsthatwillstopconsumersfrompurchasingandwhichexperienceswillhelpconsumerstoconsiderpurchasing,let’stakealookatthosehybridexperiencesthatwillsealthedeal.

Customised

Colours

$59.00

PAGE|16

2023//

SECTION5|TREND#2/CONSUMERSNOWEXPECTHYBRIDEXPERIENCES

Inourresearch,itbecameclearthatconsumerswereexcitedattheprospectofusingtheirmobiledevicesasapartoftheirin-storeexperienceinavarietyofways:

+

APACCONSUMERSSAID...

they’dliketoleveragetheirphone/anapptoviewproductratingsandreviewswhilebrowsinginstore

ONEINTHREE

they’dalsoliketobeabletoviewproductoptions(suchascoloursorsizes)byscanningaproductwiththeirsmartphoneinstore

ONEINFOUR

they’dliketoview

recommended

productpairingsvia

anapp/mobilesite

whileinstore

ONEINFIVE

they’dliketoviewsocialmediaproductreviews/mentionswhileshoppingatabrick-and-mortarlocation

ONEINFIVE

Essentially,consumersin2023wanttobringtheirfavouritedigitalexperienceelementsintothephysicalstorewiththem.Whetherit’sseeingwhatotherbuyershadtosayinthemoment,

gettingproductpairingrecommendations,orothersimilaroptions,yourconsumersarelookingtobewowedwithAmazon-likepersonalisationwhileinstore.It’stimetostartdelivering!

PAGE|17

2023//

SECTION6|TREND#3

T/03

TraditionalApproaches

&UnderstandingsAre

OfficiallyOutdated

PAGE|18

2023//

SECTION6|TREND#3/TRADITIONALAPPROACHES&UNDERSTANDINGSAREOFFICIALLYOUTDATED

L

ookingatourinsightssofar,it’s safetosaythatconsumerswill simplynotsettleforthesameoldretailexperiences.Infact,perkslikefreereturnsorloyaltyprogramssimplywillnotbeenoughtoturntheirheadseither.

Withthatinmind,woulditsurpriseyoutolearnthatourresearchdebunkedafewpopularcustomerexperienceassumptionsaswell?

Wethoughtnot.Inthissection,we’llbebustingsomemythsabouttheretailcustomerexperiencethatwillchangeyourapproach.

TRUE

?

?

FALSE

PAGE|19

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

BustingRetail

Customer

ExperienceMyths

BC

D

A

E

F

HOWCUSTOMERSWANTTOINTERACTWITHBRANDS

A|VIAASURVEY/////////////////////30%B|REVIEWS&RATINGS////////////////26%C|CONTACTDIRECTLY/////////////////26%D|OTHERMETHODS////////////////////16%E|CONTACTDIRECTLY/////////////////12%F|OTHERMETHODS////////////////////02%

*MULTIPLEOPTIONSAVAILABLETOSURVEY

RESPONDENTSRESULTINGIN100%+

MYTH#1

SurveysAretheMostImportant

CustomerFeedbackMethod

F

T

FALSE.Thoughsurveysarecertainlyanimportantwaytogetdirectfeedbackfromyourcustomerstheyarebynomeanstheonlytoolyoushouldbeleveraging.

Whenweaskedconsumerstheirpreferredcustomerfeedbackmethod,30%saidtheywouldtakeasurvey,butonlinereviewsarejustasimportantwith26%ofconsumerssayingtheyprefertoleavefeedbackonareviewsite.

Sowhatdoesthismeanforyou?Well,itmeansthatifyouareonlylookingatsurveys,youaremissingoutontheinsightsyoucouldbegainingfromonlinereviews,socialmedia,andothersignals(checkoutMyth#2foraclearexample).

PAGE|20

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

MYTH#2

SurveysAreEnoughtoUnderstand&ImprovetheEntireConsumerJourney

F

T

ABSOLUTELYFALSE.Firstly,wewanttoclarifythatwearen’tsaying“surveysaredead.”Butweabsolutelyhavefoundthatsurveys

alonearenotenoughtofullyunderstandyourcustomerandnon-customerjourneys—youhavetobringinothersignalstogetthecontextyouneedtotakeeffectiveaction.

CONTINUEDONNEXTPAGE

PAGE|21

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

LET’STAKEALOOKATAN

EXAMPLEWEFOUNDIN

OURDATA:

Startingoutwithasurveyresponse

“Thestaffwerenotattentive;noonewasaroundtohelpme.”

Wewerethenabletoaddinanotherlayerofcontextwithaconsumersocialsignal

“YourstafflookEXHAUSTED!Nowondereverythingissoslow.”

Thingsaregettingclearer,butwhathappenswhenweaddanemployeesocialsignal

“I’moverworked[...]My

managerjustgivesmeMORE

tacticalwork!”

PAGE|22

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

MYTH#2/SURVEYSAND

CUSTOMERJOURNEY(CONTINUED)

Ifwehadmerelylookedatthesurveyresponse,ourassumptionwouldhavebeenthatthestaffwasn’tpayingattentiontothecustomers,thattheywerebeinglazyordistracted.However,whenweapplythesocialsignals,welearnthattheretailbrandisparticularlybusyandperhapsunderstaffedatthatspecificlocation.

Thestaffareexhausted,andtheytellusintheirsocialmediapoststhattheyarefeelingoverwhelmedandboggeddownbytacticalwork,andtherefore,theyareunabletoprovideengagingcustomerexperiences.

ThisiswhytakinganIntegratedCXapproachissoimportant.Byaddingcontextwithsignalsthatgobeyondsurveys,weareleftwithaclearerpictureofwhatthisparticularretailbrandneedstodotoimprovecustomerexperiences.

AFEWACTIONSTHEYCOULD

TAKEWOULDBETO:

?Auditthebusiestshiftstoensuretheyarenotunderstaffed

?Lookintodifferenttasksthat

couldbeautomatedsoemployeescanspendmoretimewithcustomers

?Seekfeedbackfromtheiremployeesonhowtolessentheirstresslevelsandremovefriction

Socialsignalsclearlymakeahugedifferenceinunderstandingthewhybehindyourcustomerexperiences,sodon’tisolateyourselftosurveys!

PAGE|23

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

42%58%

61%39%

GENZ

MILLENNIALS

45%55%

GENX

BABYBOOMERS

56%44%

DRIVERSOFPURCHASEANDSPEND

//////////////////////////////////PRICE//////////////////////////////////VALUE

FIGURE3.2

MYTH#3

ConsumersCareMoreAbout

PriceThanProductValue

T

F

NOTCOMPLETELYTRUE.Yes,pricedoesmatter,butdependingontheconsumeragegroup,therearesomethingsthatcouldmattermorewhenitcomestopurchasing,particularlyproductvalue.

SEEFIGURE3.2

MillennialsandGenZinparticularweremorewillingtobuyamoreexpensiveproductifitofferedhighervalue(betterfeatures,moredurable,widercolour/sizerange,etc.).GenXandBabyBoomers,however,foundpricetobemoreimportant.

PAGE|24

2023//

SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

MYTH#4

ConsumersFindIt‘Creepy’WhenBrandsPersonaliseExperiences

F

T

EMPHASISINGNEWCONSUMERBEHAVIOUR

43%

ofAPACconsumersactuallyfeelpositivelyaboutpersonalisedadsandthelike.

FALSE.Atthispoint,we’veallhadthisexperience:you’retalkingwithyourfriendsaboutaproductyou’vefoundandareconsideringpurchasing.Thenextday,yourInstagramfeedispackedwithadsaboutthatparticularproduct.Creepy?Maybeyouthoughtsoatonetime,buttoday,notsomuch!

Addingemphasistothischangeinconsumerbehaviouristhe

factthat43%ofAPACconsumersactuallyfeelpositivelyaboutpersonalisedadsandthelike.

Sowhatdoesthismeanforretailbrands?Don’tbeafraidtoleveragesocialsignalstopersonalisedigitalexperiences!There’snoneedtobeconcernedaboutconsumersfeelingcreepedout—infact,they’remorelikelytoappreciateyourefforts.

Today,onlyoneinthreeofAPACconsumersconsiderpersonalisationtobecreepy.

PAGE|25

2023//

SECTION7

TakeAction

Here’sHowto

NOWYOUKNOWWHAT’SNEXT

PAGE|26

2023//

SECTION7|STEP#1/ENABLENEWCONSUMERSIGNALSINYOURCXPROGRAM

L

isteningandanalysingto gaininsightsisonlyhalfof thebattlewhenitcomestobusinessstrategy—yoursuccesstrulyhingesonyourabilitytotakeactionbasedonyourunderstanding.

That’swhyourexpertshave

takentheinsightsfromthis

RetailConsumerTrendsReportandputtogetherthreeactionstepsyoucantaketodaytocapitaliseonyourlearnings!We’vealsotakenitonestepfurtherbyaddingstoriesfromourclientswhoareblazingthetrailinretail.

STEP#1:

EnableNewConsumer

SignalsinYourCXProgram

1

3

It’sobviousfromthetrendsthatsurveysalonecan’tgiveyouthedepthofunderstandingyouneedtomakedecisionsaboutyourstaffing,merchandising,marketingcampaigns,andbeyond.Theymightgiveyouagatewayintoconsumerperception,butsurveysalonecan’tdeliverthewhybehindyourcustomerexperience.

So,whatdoyouneedtodo?Youneedtostartlisteningtonewsignalsandyouneedacustomerexperienceplatformthatiscapableofminingdatafromall

thosesignalsandconsolidatingitallintooneplatform.Notonlythat,butyourplatformneedstheanalyticstoturnthatdataintoactionableinsightsthatcanbesharedacrossyourorganisationwithcustomisablereports.

Ifyou’rethinkingthatsoundslikeaCXunicorn,wegetit.Butasolutionthatpowerfulisanythingbutfantasy.TheInMomentXIPlatformiscapableofdoingallofthatandmore.CheckoutthegraphicbelowtoseehowtheXIPlatformhandlestheend-to-endCXprogram.

PAGE|27

2023//

SECTION7|STEP#1/ENABLENEWCONSUMERSIGNALSINYOURCXPROGRAM

STEP#1:ENABLE

NEWCONSUMER

SIGNALSINYOUR

CXPROGRAM

(CONTINUED)

WiththeXIPlatform,youareabletocollectdatafromeveryconsumersignalimaginable,fromthecontactcentre,tosurveydata,tosocialmediaandreviewsitedata.Withthis360pictureofyourvoiceofcustomer,you’llgainadditionalcontextthatmakesthedifferencebetweenanassumptionandatrueinsight(revisitourexample

here

).

SOCIALSIGNALS

StakeholderAcquisition,Adoption&More

OTHERDATA

“FillInTheGap”;

TargetedResponses&More

REVIEWDATA

StakeholderAdvocacy,Retention/Churn&More

TARGETEDSURVEYS

Painpoint&BusinessQuestionFocused

CONVERSATIONS

ContactCentre

Transcriptions,Commu-nity-Panels&More

INTERNALDATA

Segmentation&

PersonaDefinitions

INDIRECT

FEEDBACK

DIRECT

&OTHER

FEEDBACK

STRATEGICSERVICES

50+YearsInsightsExpertise,Consultation,Modeling,etc.

OURAI-DRIVENXIPLATFORM

TextAnalytics,Reporting,Real-TimeAlerting

PAGE|28

2023//

SECTION7|CUSTOMERSTORY

CUSTOMERSTORY

ThisnewpartnershipallowedthecompanytoenablenewcustomersignalsbyintegratingsocialmediadatawiththeirVoCdata.Thisinitiativeallowedthemto:

ConsumerElectronicsRetailer

LeveragesXIPlatformtoCombinethePowerofVoC&SocialListeningSignals

Thisconsumerelectronicsretailerusedtoapproachtheircustomerexperienceandvoiceofcustomerbydesigning,distributing,andanalysingawiderangeofsurveys.Thebrandknewtheyneededtodiversifyandoptimisetheirapproachtokeepupwithconsumerpreferencesandgainamoreholistic,actionableapproachtocustomerexperience.That’swhytheypartneredwithInMoment!

Reducesurveyspendbysubstitutingsocialsignalswherepossible

Combinesocialdatawithsurveyresponsestoaddadditionalinsightintothecustomerexperienceandexplorethefeasibilityofreducingtheirsurveyspend

Identifycommonthemesandcorrelationsinthesocialdatatouseasareliable,immediately-actionableproxyforcustomer

surveyresponses

PAGE|29

2023//

SECTION7|STEP#2/SHARE&ALIGNWITHTHENEWDRIVERSOFPURCHASE

STEP#2:

Share&AlignwiththeNewDriversofPurchase

2

3

Inthistrendreport,wereallydoveintowhatthenewdriversofpurchasewillbein2023.Butwheredoyougofromhere?Well,we’vecreatedthissharablechartbreakingdownthepurchasedriverssoyoucanreferbacktothemduringstrategysessionsandbeyond:

Butprintingthischartoutorsavingittoyourdesktopwon’tenactanychange.Theseinsights(aswellasanyinsightsyougainfromyourCXprogram)areonlyvaluableifyousharethemwiththepeopleinyourorganisationwhocantakeaction.

PAGE|30

2023//

SECTION7|STEP#2/SHARE&ALIGNWITHTHENEWDRIVERSOFPURCHASE

STEP#2:

SHARE&ALIGNWITHTHENEW

DRIVERSOFPURCHASE(CONTINUED)

Thisiswhereacross-functionalCXgovernancegroupcomesinhandy.Ifyouhaven’talready,wehighlyrecommendcreatingacross-functionalgroupwhereyoucanmeetandsharerelevantinsightswithorganisationleaders.Notonlywillthisenableyoutoshowcaseyourlearnings,butit’sanopportunity

totailorthoselearningtoleadersandshowthemexactlywhattheyhavetogainbygettinginvolvedinyourCXprogram.

Ifyou’rethinking,“Anothermeeting?Myscheduleis

alreadypacked,”noworries!Youcanalsoleveragecustomreportstosharerelevantinsightswithyourmarketing,product,HR,andotherteamsviaInMoment’sFieldReporting.

WithFieldReporting,CXprogrammanagerscanempowerteammemberswhodon’thave“CX”intheirtitleswithcustomisedreportsthatpertaindirectlytotheireverydayjobs.Leveragingitsself-servecapabilities,youcancreatetablesofaggregatedorresponse-leveldatatobuildvisualisationsanddashboardsthatmeetyourspecificbusinessrequirements.Inotherwords,youcancreatequick,easytounderstandreportstokeepyourstakeholdersintheloop.

PAGE|31

2023//

SECTION7|CUSTOMERSTORY

CUSTOMERSTORY

mayhavebeenoverlookedinthepast,andensuresthatrelevantstakeholdersandleadersseetheimpactofcompanydecisionsoncustomersmoreeffectively.

Asaresultofthesemeetings,ourclientwasableto:

InMomentClientLeveragesMonthlyCross-FunctionalGroups&DashboardstoCreateCustomerCentricity

OneInMomentcustomerwassearchingfornewwaystousecustomerfeedbacktodrivepositiveexperiences.InpartnershipwithInMoment,theCXteamstartedmonthlydeep-divesintocustomerfeedbackinordertounderstandthecustomerandtheirinteractionsthroughouteverystageofthecustomerlifecycle.

Theteamusesdashboardsdevelopedon-the-flytofindnewbusinessintelligence,makeshypothesesbasedonup-to-theminutefeedback,andfindsthepainpointsthatmattermosttothecustomer.Theforumalsoidentifiescustomerpainpointsthat

Achievemoreimmediatecross-functionalaction

Improveinternalprocessesforasmoothercustomerexperience

Improvecustomercommunications

PAGE|32

2023//SECTION6|TREND#3/BUSTINGRETAILCUSTOMEREXPERIENCEMYTHS

PAGE|33

2023//

SECTION7|STEP#3/FOCUSONSUPPLYINGTRULYINNOVATIVEEXPERIENCES

STEP#3:

FocusonSupplyingTrulyInnovativeExperiences

3

3

Yesterday’sinnovationsareofficiallyjusttablestakestoyourcustomers—bu