adobe experience index (india) 2018: consumer experience … · 2020-06-20 · virtual tour guide....

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Adobe Experience Index (India) 2018: Consumer Experience Expectations Score & Insights


ADOBE EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS INSIGHTS

Executive Summary

Experiences barely cross the 50% mark .

• Ranges in scores are closer together in India than in the United States but the rankings are the same.

• “Know Me and Respect Me” and “Delight Me at Every Turn” are slightly ahead

• Consumers are more critical when things are broken or don’t meet their expectations. “Speak in One Voice” and “Make Technology Transparent” came in lowest.

Across generations, consumers agree on the ranking of the experience

tenets.

• However, those in the young end of the workforce, Millennials and Gen-Z (18-24), are more likely to complain.

• As consumers age, they tend to focus on practicality with those with more life experiences appreciating things that make their lives easier.

Consumers desire personal service but that doesn’t mean

it has to be delivered by humans.

• Future consumers, Gen-Z (18-24), have yet to appreciate the benefits of personalization.

• Unlike the US, older consumers in India are less likely to prefer human touch compared to younger ones.

• All are strong believers that technology has improved their lives, but older consumers nearly all agree (94%) because they have more perspective on how it used to be.

The most exciting future innovations seem to be

automation driven

• Most negative experience scores revolve around lack of understanding of policies (e.g. ongoing fees, returns or cancelation)

Addressing needs – either support or future – represents

the biggest area for improvement.

• Across all four industries, Retail, Travel & Hospitality, Media & Entertainment, and Financial consumers gave companies low marks in terms of delivering good customer support and ability to anticipate information needs.


Overall Scores


EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE

Consumers indicate experiences have significant room to improve.

Tenet Consumer Experience Expectations Score

Know Me & Respect Me 55 / 100

Delight Me at Every Turn 54 / 100

Make Technology Transparent 50 / 100

Speak in One Voice 49 / 100

India Overall Score: 207 / 400

Data Source: India Consumer Experience Expectations Survey 2018. Feb 2018 n = 1,002

• Consumers rank experiences at an average of 52% of potential score.• Experience breakers are more impactful than experience makers as consumers tend to penalize an organization when it

fails to execute successfully.• Inconsistency causes consumers more consumers to complain – driving down the score.


Generational Differences


EXPERIENCE INDEX (INDIA): : CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE

All age ranges agree on tenant order but under 35 are less satisfied.

Expectations Scores increase across generations – overall and for each tenet.

• Millennial and Gen-Xers may have higher standards and /or be more critical of experiences given their own experiences of changing and creating the digital world.

203 202 210 220

050

100150200250300350400

18 to 24 25 to 34 35 to 49 50 to 64

Consumer Expectations Score: IndiaTotal Score by Age

Out of 400 total possible points

Average: 207 53 54 48 4852 53 49 48

56 55 50 4956 58 53 52

0

25

50

75

100

Delight Me AtEvery Turn

Know Me &Respect Me

Make TechnologyTransparent

Speak in OneVoice

Consumer Expectations Score: IndiaTotal Score by Tenet and Age

18 to 24 25 to 34 35 to 49 50 to 64Out of 100 total possible points per Tenet



EXPERIENCE INDEX (INDIA): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE

As consumers in India age, they appreciate technology more and more.Personal vs. Automation

Technology’s role in improving the quality of life is extremely positive, especially by the 50+ age group.

• Human interaction is not a necessary component to a good experience, especially as Indian consumers age.

79% 86% 89% 94%

0%

20%

40%

60%

80%

100%

18 to 24 25 to 34 35 to 49 50 to 64

Consumers on Tech Innovations and Life Improvement by Age: India

Agree: Technological innovations will improve our lives Average

51% 54% 47% 45%

0%

20%

40%

60%

80%

100%

18 to 24 25 to 34 35 to 49 50 to 64

Consumers on Human Interactions by Age: India

Agree: I prefer to interact with a human rather than a computer (e.g., a bank teller insteadof ATM)



EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY AGE RANGE

With age comes a shift to a focus on the practical.

Impressed

Expected

Millennials score practical experiences higher than Gen Z.

Gen Z outscores Millennials novel or personal experiences.

39.5 40 44

6659

48.5 4854 56

50.5

Can use bank's self-help toresolve issues withoutspeaking to anyone.

Bank text's me about anunusual purchase via text.

File my taxes completelyfrom my phone.

Museum app offers AI as avirtual tour guide.

I get faster access to eventsbecause I'm recognized as a

loyal customer.

Consumer Expectations Score: India Generational Differences

18 to 24 25 to 34 Out of 100 total possible points



Technology Sentiment


Technology RisksHuman vs Machine

EXPERIENCE INDEX (INDIA): TECHNOLOGY INTERACTION OPINIONS

Consumers want personal service, but it doesn’t have to come from a human.

Technology Improving Life !

79%

50%

87%74%

59%68%

5%

25%

7% 7% 12% 11%

0%

20%

40%

60%

80%

100%

Whether in store or online,businesses should provide

personal service

I prefer to interact with ahuman rather than a computer

(e.g., a bank teller instead ofATM)

Technological innovations willimprove our lives

If done well, a completelyautomated interaction with acompany can still delight me

Technology today puts myprivate information at risk

Automation is going toeliminate too many jobs to be

worthwhile

Consumer Preference on Automation, Technology, and Personal Interactions: India

Agree Disagree

What does it mean to be “personal”?



EXPERIENCE INDEX (INDIA): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE

Under age 25 consumers less likely to appreciate personalization and fully automated interactions

71%83% 78% 81%

0%

20%

40%

60%

80%

100%

18 to 24 25 to 34 35 to 49 50 to 64

Consumers on Personal Service by Age: India

Agree: Whether in store or online, businesses should provide personal service

64%77% 75% 79%

0%

20%

40%

60%

80%

100%

18 to 24 25 to 34 35 to 49 50 to 64

Consumers on Automated Interactions: India

Agree: If done well, a completely automated interaction with a company can still delight me

Personal vs. Automation

Technology interaction opinions are generally positive but bounce around by age range

• Contradictory to the findings for the United States, India’s youngest generation is not as happy with fully automated interactions while Millennials are the most interested in personal service and second most enamored with fully automated interactions, likely due to a greater appreciation for saving time.



Cohort Analysis


EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Consumers in India are most impressed by new innovations that help to avoid long queues


Expected Impressed

Find new ways

to automate

interactions.

Average Positive Score

52

52

54

56

58

59

0 20 40 60 80 100

Bump Phones at Restaurant to Pay Share of Bill

Learning a Language Adapts to My Own Progress

Smart Prescription Bottle

Synced Vehicle…

Smart Stores: No Check-out Lines

Government Interaction Automation

Futuristic Innovation Experiences: IndiaTotal Score



Find new ways

to automate

interactions


EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE

Top Experience Makers (Positive): Consumers are most impressed by experiences that eliminate human interactions.

Museum offers app with augmented reality.

Hotel offers mobile check-in to avoid front desk.

Food ordered at stadium is delivered to seat.

Average Positive Score

Expected Impressed

60

58

56

- 50 100



EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TASK

Worst Experience Breakers (Negative): Like US consumers, India consumers find unexpected cost situations to be the biggest experience breakers.

Pay full price for item and discover later that there are hidden ongoing service fees

Undisclosed cancellation policy on non-cancellable travel packages

Unclear, multiple return policies for one online vendor, resulting in costly returns

Average Score

Angry Annoyed

46

42

40

- 50 100



EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE SEGMENTS

Complaint Department: Millennials think of themselves as “early adopters” – as well as the most likely to contact a company when things don’t meet their expectations.

50%

73%65%

60%67% 70%

65% 61%

0%

10%

20%

30%

40%

50%

60%

70%

80%

18 to 24 25 to 34 35 to 49 50 to 64

Technology Adoption and "Complain" by Age: India

Early Adopters Contact Company



82% 80%64% 57%

75% 63%

0%20%40%60%80%

100%

AccessingContent Via

App


Website

CustomerService via

Chat orPhone

AnticipateInformation

That'sNeeded

Ease ofCheck Out

ReturnPolicies

Consumer Ratings for Good Media & Entertainment Experiences: India

EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY INDUSTRY

Consumers Rate Customer Service and Anticipation of Information Lower Across All Industries

81% 82% 70% 61%79% 69%

0%20%40%60%80%

100%


App


Website

CustomerService via

Chat orPhone


That'sNeeded

Ease ofCheck Out

ReturnPolicies

Consumer Ratings for Good Retail Experiences: India

81% 79% 66% 57%74%

58%

0%20%40%60%80%

100%


App


Website

CustomerService via

Chat orPhone


That'sNeeded

Ease of CheckOut

ReturnPolicies

Consumer Ratings for Good Travel & Hospitality Experiences: India

78% 77% 67% 54%71%

0%20%40%60%80%

100%


App


Website

CustomerService via

Chat orPhone


That'sNeeded

Ease of CheckOut

ReturnPolicies

Consumer Ratings for Good Financial Services Experiences: India



Appendix


EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SURVEY

Consumer Experience Expectations Survey 2018 Methodology (India)

As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the statistical tests reported reflect results as if performed on data collected using probability sampling.

Survey Date Range: Survey Sample: Survey Format:

Conducted between February 15 and 22, 2018

1,002 Indian adults18 or older who owned a

qualifying device.

Online survey regarding preferences and expectations for digital experiences in the Retail, Travel & Hospitality, Media & Entertainment, and Financial Services industries.

Respondents answered questions for up to 2 industries



Positive Scenarios

Negative Scenarios

EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY

Consumer Experience Expectations Survey Scoring Methodology

Experiential Questions

Good Experiences

Bad Experiences

Response Point Allocation per Question

Strong

Mild

Neutral

Neutral

Mild

Strong

• Consumers were given serval possible actions they could take when faced with a number of positive and negative experiences they might face.

• There responses were organized in a scale that captured their reaction from strong positive to strong negative.

No points are given for having the lowest positive response

In other words, you have to do better than the bare minimum to get points

Po

sitivity

Sc

ale

Final Score is a composite of the Positive and Negative Scenario Scores within each Tenet to produce a score out of 100 possible points per tenet, for a total of 400 possible points



Sentiment Question Vertical Score

Negative

I pay full price for an item that requires ongoing service from the company, only to find out afterwards that the ongoing service is an extra monthly fee. Retail 46

I never intended to go paperless but my financial institution defaulted to not sending me paper statements so I had to make a phone call to get it switched back Finance 53

I try to use voice search on my television set, but the voice search only works with my television, but not with the app. M&E 56

I visit an eCommerce's website from my mobile phone but I can't zoom in on the product to see it very clearly. Retail 66

Positive

I make an unusual purchase and I receive a text asking me to confirm that the purchase was legitimate - rather than the bank suspending my card. Finance 46

I no longer need to remember a password or set up my fingerprint because my financial institution recognizes my voice automatically. Finance 50 I use a wearable device (or smart watch) at a theme park to gain access to shows, attractions, save my place in lines and other park activities of having to identify myself or carry a key. M&E 51

I am able to file my taxes entirely from my mobile phone. Finance 52

I am able to take a picture of a check and instantly deposit it using my mobile banking application. Finance 53

A friend visits who likes to watch a particular television show and wants to catch the latest episode. I use my Internet connected television to quickly find and play the new episode by talking into the remote controller. M&E 53 While shopping in a large home improvement store, I use voice technology to ask my phone where to find a product. It gives me a map inside the store with step-by-step directions to find what I was looking for. Retail 54

I use the airline mobile application on my phone to check in for my flight and use the electronic boarding pass with security and to board the plane, skipping all the check in lines. Travel & Hospitality 55 I am able to have my luggage scanned at the airline and receive frequent updates as to where it's at, when it's been loaded, and when it's arriving at the baggage claim area at my destination. Travel & Hospitality 55

I able to order food at a stadium from my mobile phone and it is delivered directly to my seat. M&E 56

I arrive at my hotel and the hotel's mobile application which is installed on my phone pops up to ask if I want to check in. I check in, get my room number and an electronic key appears which lets me access the elevator and room without needing t Travel & Hospitality 58

I visit a museum and download a mobile application. When I point the phone at anything in the museum it will tell me about the artifact using the phone's camera and a superimposed augmented reality tour guide that I can interact with just like a M&E 60

EXPERIENCE INDEX (INDIA): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY QUESTION

Delight Me at Every Turn




Know Me & Respect Me


Negative The recommendation engine on a streaming service suggests videos rated as 5 stars and says they are customized to me, but I usually don't like the suggestions. M&E 59

I shop on an eCommerce's website on my mobile phone, but the website contained no recommendations for me based on my previous visits. Retail 62

Positive

When I log into my bank's website, I am taken to my most visited page right after I log in. Finance 41

I receive alerts for new content that I might like or for new episodes of a series that I am watching. M&E 44

My music service proactively introduces me to a great new musician that it used artificial intelligence to determine I'd like. M&E 46

My financial institution proactively recommends investment opportunities that are suited to my income and investment portfolio. Finance 48

As a regular customer, I get access to products in danger of selling out before other buyers do. Retail 48

I receive an email at the end of the year with links to a summary file that contains all the paperwork I need to complete my taxes. Finance 50

I get faster access to lines and events because the company recognizes me as a loyal customer based on how many events I have attended recently. M&E 54

My travel booking site uses my travel history and a link to my electronic calendar to send me alerts about travel I might want to book - it finds the lowest prices for a flight, hotel or car rental and notifies me if any lower price is available Travel & Hospitality 54

I receive a yearly video summary with details of all my year's traveling and pictures that I posted through a travel oriented mobile application that I can share with my family and friends on social media. Travel & Hospitality 54

An eCommerce recognizes me as a high value, repeat customer and provides a loyalty program that provides custom recommendations and proactively sends me samples to try which I can return whenever I want to simply by putting the return box on my p Retail 55

When I enter my hotel room, my profile preferences on the hotel's mobile app interact with the room to set the alarm, curtains, food preferences and television programming automatically. Travel & Hospitality 55




Negative

I stay at a certain hotel chain regularly. My online profile is set up for automatic check out with email of my bill, but the hotel didn't email me my invoice. There is no way online to request an invoice be sent so I have to call to get it. Travel & Hospitality 46 After paying to rent a movie online, I am unable to watch it because of an unexpectedly slow internet connection. My rental time period expires and there is no way to alert the company that I had a technical problem. M&E 47

I pre-order food using a coffee shop's mobile app but when I arrive they don't have my order ready and I have to wait just as long as everybody else. Travel & Hospitality 49 I order a product online that I thought was coming from the company whose site I was on but it comes from a company outside the United States and takes several weeks to be delivered. Retail 50

I'm unable to transfer money between accounts on my mobile application so I have to call and wait on hold or visit the bank. Finance 53

I have to call my bank to manually reset all of my mobile banking app log-in information when I get a new phone, despite the fact my profile has stayed the same. Finance 55

I open my favorite airline's mobile application and have to remember my frequent traveler number in order to log in. Travel & Hospitality 59

Positive

I am able to purchase tickets and select seats for a movie theatre using only my mobile phone. M&E 43

I can listen to any song I want, from any device, using simple voice commands. M&E 47

I am able to set up multiple devices to access my content easily with just a quick email authentication. M&E 48

I purchase a product or service online using a one-click format, that automatically ships the product to my address. Retail 50 I am able to use an application on my mobile phone to request a private driver to take me anywhere, which automatically bills my credit card on file and sends me an email receipt. Travel & Hospitality 50

I complete a car insurance claim entirely from my mobile phone without having to call my insurer or schedule a visit from a claims adjuster. Finance 52 I log into insurance accounts and look at all my policies in one spot, view identification cards which I can access on my mobile application if needed, and make changes like adding a new car to the policy without having to ever call or visit an a Finance 54

I can ask my smart home device to purchase a product online for me. It arrives at my door with no other effort. Retail 54


Make Technology Transparent




Negative

I buy an item online at a mass merchant and need to return it. I find out the return policy is different because it was a marketplace seller, and it will cost me more to send it back than to keep it. The fact that there is a different return policy Retail 40

I book a travel package (hotel, cruise, etc.) and find out after I've paid that it is non-cancellable, a fact that was not highlighted during the purchase process. Travel & Hospitality 42 I fill in an extensive online loan approval questionnaire and receive approval, but was then told I needed to call a phone number that had a 10 minute hold time to complete the process. Finance 51

I go into the cable company store where I'm told there is a 20 minute wait in order to exchange my cable box for a new one, and there is no way to exchange equipment via the website. M&E 53

I buy a concert ticket online and then realize because of all the extra online service fees it was cheaper to buy it at the gate. M&E 54

I input all of my information in my online profile including my mobile phone number but when I call my bank from my mobile phone, they still ask me to repeat all of the information in my profile. Finance 55

Positive

I order a product online and the company informs me via text message when my package is ready for shipping, where it is in the shipping process, and when it has been delivered. Retail 43

I have a question about a bank charge, and am able to resolve it using the self-help system my financial institution created without having to speak to anybody on the phone. Finance 47

When I contact customer service about a problem with my order, I chat with a program called a chatbot that uses artificial intelligence to anticipate my questions and quickly solve the problem. Retail 51

A flight was delayed, and before I even land I am rebooked and receive an email apology. Travel & Hospitality 52

There is a problem with my hotel and I use Twitter (social media) to reach the company as soon as I get into my room. The company responds immediately and sends help. Travel & Hospitality 53


Speak in One Voice




Futuristic Innovation ExperiencesSentiment Question Vertical Score

Positive

A friend and I go out for lunch. She pays, but I can bump phones with her to quickly transfer her my share of the bill. All 52

I'm studying a new language online. The words and phrases I am learning adapt to my progress, reviewing when I need it, or progressing when I have mastered. All 52

My daily medication pills are contained in a smart bottle. If I forget to take my dosage, I receive a text alert. All 54

As I enter a drive-through restaurant, the computer in my vehicle automatically syncs with the drive-through and allows me to enter my order through my vehicle's touch screen. All 56

My grocery store doesn't have check out lines. Instead, everything I buy is automatically scanned by my mobile phone and charged to my credit card. When I am done shopping, I can just leave. All 58

When I change the address on my driver's license, I am asked if I want to update my voter registry and social security. The information is automatically forwarded to all government departments and my new card arrives in the mail. All 59


adobe experience index (india) 2018: consumer experience … · 2020-06-20 · virtual tour guide....

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