Customer Engagement - Brands and Messaging: Decision Points
To understand how many times a customer (user) engages with a brand and their messaging prior to making a decision about either purchasing the product or working with them. Additionally, to understand how many times messages need to be seen before they are taken in by the consumer (user).
- 83% of shoppers need some form of support during their online journey.
- 75% of consumers expect a consistent experience wherever they engage (e.g., website, social media, mobile, in person).
- 7 out of 10 shoppers will leave a product they are interested in before purchase completion.
- Up to 40% of consumers change their minds at the point of purchase because of something they see.
- 15 years ago, the average consumer typically used two touch-points when buying an item and only 7% regularly used more than four. Today consumers use an average of almost six touch-points, with 50% regularly using more than four.
- 51% of US consumers are loyal to brands that interact with them through their preferred channels of communication.
- Companies with the strongest omnichannel customer engagement strategies retain an average of 89% of their customers, as compared to 33% for companies with weak omnichannel strategies.
- 41% of people feel totally overwhelmed with information and avoid it if they can.
- This McKinsey source discusses touchpoints for a consumer before they buy. A touchpoint can be defined as any way a consumer can interact with a business, whether it be person-to-person, through a website, an app or any form of communication. The decision-making process is now a circular journey with four phases: initial consideration; active evaluation, or the process of researching potential purchases; closure, when consumers buy brands; and post purchase, when consumers experience them.
- Customer service interactions over Twitter have increased 250% in the last two years.
- Over half of all customer interactions happen during a multi-event, multi-channel journey.
- 47% of buyers viewed 3-5 pieces of content before engaging with a sales rep.
- How many touches are required on average before the sale? "In the case of an impulse purchase, only one contact is needed, but this usually happens inside a favorite store where there is already a level of confidence and trust, or the price is so low that it does not matter to the buyer.
" Research suggests that three touches are needed; or is it five, or eight, or twelve? The only right answer is "it depends."
- A typical customer goes through the following stages: Unawareness, Awareness/Problem Recognition, Interest / Education, Consideration, Justification, Purchase, and Post Purchase.
- In a new study carried out by Google CEE and IPSOS, they surveyed 4,200 consumers across four categories of products and services — a laptop, a TV, a mobile phone contract, and clothes and footwear. The study was focused on 16+ year old Internet users in Poland, the Ukraine, Greece and the Czech Republic who had recently purchased one of the products or services.
- In addition to this public search, we scanned our proprietary research database of over 1 million sources and were unable to find any specific research reports that address your goals.
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