Customer Engagement - Brands and Messaging: Decision Points

Goals

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).

Early Findings

  • 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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