Consumers Experiment with Digital Amid the Pandemic But Companies Miss the Mark on CX, Annual Broadridge CX Study Finds
Broadridge Financial Solutions (NYSE: BR) reveals insights from its latest customer experience study, highlighting significant shifts in consumer behavior during the COVID-19 pandemic. While 70% of consumers increased digital interactions, 60% feel companies must enhance their customer experience, particularly millennials at 71%. The study of 3,000 North American consumers found a sustained preference for print communications, with 76% wanting physical mail even three years from now. Personalization is critical, as 43% of consumers have switched providers due to poor experiences, emphasizing the need for brands to optimize both digital and print channels.
- 70% of North American consumers increased digital interactions with providers.
- 54% of consumers noted increased 'humanity' in brand communications.
- 65% of respondents are open to mobile payments for bills.
- Majority (84%) expect seamless omni-channel experiences.
- Nearly 60% believe companies need to improve customer experience.
- 54% who went paperless rated their experience as 'excellent,' indicating room for improvement.
- 43% switched providers due to poor personalization in service.
NEW YORK, March 3, 2021 /PRNewswire/ -- Over the past year of the COVID-19 pandemic, consumer behaviors have continued to shift and so too have ways in which brands interact with customers. While
In a year when over half (
"Companies have been challenged to rapidly adapt to rising customer expectations as a result of the pandemic," said Matt Swain, managing director for communications and customer experience consulting services at Broadridge. "Whether it's the purchase experience or essential communication touchpoints like bills and statements, the bar has been set very high for brands to provide consumers with easy, engaging and personalized digital interactions. Until more digital experiences meet these higher standards, a large portion of consumers will continue to hold onto print."
Building Off of 2020: The Year of Firsts
2020 was a year of digital firsts. For the first time:
- One third (
32% ) of consumers made an online bill payment and nearly a quarter (22% ) created an online account. - Nearly one in five consumers (
18% ) went paperless with at least one company. 19% of respondents overall – and27% of Millennials – used the chat feature on a company's website, portal or app.
Despite these initial digital interactions, just over half (
Digital Experimentation is on the Rise
With more cross-generational digital experimentation over the past year, there was an uptick in consumers using their providers' mobile options. Since the pandemic began, nearly half (
Consumers also became more receptive to mobile payments, with the majority (
Paper for the Record
Despite these digital firsts, when it comes to favorite channels for receiving communications, half of consumers still prefer physical mail most. Of those, three-quarters (
Regardless of delivery preferences, consumers expect a seamless omni-channel experience. An overwhelming majority (
"While brands place emphasis on transitioning customers to digital channels, we are seeing a sustained demand for print communications among consumers," said Swain. "Whether serving as a reminder for payment or providing a renewed sense of novelty in a digital world, printed bills and statements will long have a place in brand communications."
Personalize Communications or Lose Business
Relevance is paramount. In fact, a personalized omni-channel experience across digital and print channels is a consumer expectation that can cost providers business when not executed well. Two out of five consumers (
As consumer needs evolve, it will be imperative for companies to focus on increasing the value of print and digital experiences, embracing digital experimentation, and providing seamless experiences tied to consumer preferences.
"Companies that win customer loyalty in the post-pandemic recovery will be those that continue to invest in their digital communications toolkit while optimizing the print experience for consumers who remain partial to the channel," concluded Swain.
View Broadridge's third annual customer experience and communications report.
Methodology
Broadridge Customer Communications commissioned ENGINE to conduct a CARAVAN Omnibus Survey. The 43-question survey was administered between December 3-10, 2020, to 3,000 U.S. and Canadian residents ages 25 and older. The sample was weighted to current U.S. and Canadian Census data for age, gender and region. The figures are statistically significant at the
About Broadridge
Broadridge Financial Solutions, Inc. (NYSE: BR), a
For more information about Broadridge, please visit www.broadridge.com.
Media contact:
Marie Matta
Prosek Partners
646-818-9106
mmatta@prosek.com
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SOURCE Broadridge Financial Solutions, Inc.
FAQ
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