A negative user experience is more disastrous for a brand than a bad product

Almost all relevant research on this topic shows that the reason why people speak negatively about a brand or company is much more common. a negative user experience than a bad product. And what is especially interesting, such an attitude has nothing to do with the age of the respondents. Literally all generations, from boomers to generation Z, agree that a good user experience is most important for a positive attitude about a brand.

Social media spreads brand awareness
The research conducted by Telus International showed that the older generations (55 percent of boomers and 67 percent of Generation X) are almost as much as the younger ones (78 percent of millennials and 77 percent of Generation Z) are influenced by social media ads when thinking about buying.

A negative user experience is more disastrous for a brand than a bad product

The research also found that all generations consult online reviews before buying. Millennials stand out in particular, with 91 percent of respondents saying they consult them at least at some point, and more than half, as many as 56 percent, say they consult them all the time. In addition, positive reviews are most influential on decisions to buy millennials (91 percent) and baby boomers (92 percent), while Generation Z (77 percent) and Generation X (86 percent) are only slightly more skeptical about them.

In the past year, in which the historical flourishing of online shopping took place, as many as 79 percent of respondents from Generation Z made at least one purchase based on ads they saw on social networks, while 18 percent of them made at least six purchases. Although it would be expected, as stereotypical as it may sound, that baby boomers are not the types of consumers who buy based on the offer on social networks, it turned out that almost half of the respondents (48 percent) still are.

Because of these results, as well as the meteoric increase in online shopping and the time people spend on social media, brands need to start thinking digitally when it comes to strategies for their approach to the user experience. This research, like many others like it, shows how important social networks have become, but also a critical space for brands to positively influence purchasing decisions among all generations of users. At the same time, it signals how much value brands can derive from allocating user-generated content moderation resources, such as product reviews, questions, complaints, and comments, to leave a positive first impression, but also how important it is. social media monitoring to feel the pulse of users and discover their consumer habits and intentions.

Automation can encourage buying
The majority of 65% of respondents in all age groups expect that at least part of their user experience will be automated, ie. that they will not have direct interaction with a living person. Also, 46 ​​percent of Generation Z respondents, 53 percent of Generation X respondents and as many as 60 percent of baby boomers said that real-time assistance powered by artificial intelligence has the most positive impact on how they see the brand and is likely to increase their loyalty. Millennials are also serious about automation, as it is likely that 72 percent of them will repeat the purchase, and 71 percent will probably recommend the brand to their friends if it uses artificial intelligence to improve the user experience.

There are different levels of comfort between generations in terms of brands that retain some of their customers ’data until it is revealed which data is stored and how it will be used. In particular, baby boomers are the most cautious with only 48 percent of those who say they enjoy this practice, compared to 65 percent of millennials, while the opinions of Generations X and Z are somewhere in between.

Collecting and analyzing customer data is key for brands to be able to provide answers to all customer questions and potential problems. To gain and maintain access to this information, brands and companies must gain the trust of consumers. And this is achieved first of all by making brands transparent in revealing the ways in which customer data will be used and stored, but with cyber attacks that are on the rise, it extends to the existence of strong trust and security protocols.

Read the full text on the agency’s website Belgrade Clippings.

Source: Marketing Mreža by marketingmreza.rs.

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