The stationary retail industry is not dying out, at least for now. 44 percent of consumers worldwide continue to go to the store, at least once a week. In a similar study from 2014, only 36 percent said they visit shops so often. This is shown by the PwC study "Experience is everything: here's how to get it right". For a better understanding: This study question was not about visiting grocery stores.
Cloud is barely noticed
PwC investigated the role of digitization for the customer experience. The analysis, subtitled "Future of cx", is based on data from around 15,000 consumers from twelve countries. Many consumers do not appreciate this role, comments PwC. Only 38 percent say that the cloud affects the customer experience - but in fact they have hundreds of times a day to do with cloud computing.
The most important purchase decision remains the personal experience. PwC wanted to know how much money people would spend if the customer experience was ideal. According to them, they would spend between twelve and sixteen percent more in the catering and hotel industry, ten percent more in flying and seven percent each more when taking out motor insurance and buying a winter coat.
Customers want to continue talking to people
Technology is only noticeable if it does not work. As a positive enabler, customers usually do not perceive them. PwC had the study participants rate the following statement: "Once the technology is mature enough, we will no longer need people for a great shopping experience." 43 percent of respondents reject this attitude "strong", 29 percent agree "strong".
In return, 75 percent sign the statement: "Despite increasing improvement in technology, I will want to interact with a human." There is a country-specific evaluation, in Germany 84 percent of people say that's the highest value. The lowest is the approval in Japan with 53 percent.
$ 2,000 budget for immediate redress at the Ritz-Carlton
Nearly six in ten respondents (59 percent) say companies have lost the "human touch". PwC cites some points that are well received by consumers. For example, at the Ritz-Carlton hotel chain, each employee has a $ 2,000 budget to instantly iron out negative customer experiences. The US food retailer Trader Joe's takes goods back without hesitation if the customer is dissatisfied. PwC calls this a "no-questions-asked-policy".
Regardless of the title of such practices, it is about the empowerment of employees, writes PwC. As a basic rule: Who gives his employees the autonomy to grant the customer a small discount, for example, at the cash register, increases the satisfaction of the employees - and the customers notice that.
More purchases with a better "mobile experience"
Again on digitization: The preference for human contact is not synonymous with technology hostility. 54 percent of respondents say that they spend more money on a very good mobile experience. Among the young study participants of Generation Z (born 1995 to 2010), 63 percent.
Only vague ideas about Artificial Intelligence and Robotics
Finally, PwC has a look at decision makers in the companies thrown. Only about one in two (47 percent), in their own words, has a clear idea of how Artificial Intelligence (AI or AI for Artificial Intelligence ) and Robotics can enhance the customer experience. That's not enough, comments PwC.
The analysts see potential above all in two respects: the customer has to be able to pay seamlessly and the shopping experience has to run smoothly, across all channels, including the haptic world.
