Jack Morton-品牌体验指数报告(英文)-2019.2-24页.pdf
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1、Brands make promises every day. They spend billions of dollars on pushing out messages every year $628.63 billion in 2018 alone, up 7.4%.1 But according to our global research on 100 brands, 6,000 consumers and 10 industries, consumers care more about and buy more from brands that deliver proof on t
2、he promises they make. What surprised us most in our research was that after years of relying on studies about brand messaging and advertising effect, we found that their actions and interactions are a stronger indicator of brand health than anything brands say. We hope you find this edition of The
3、Experience Brand Index helpful in understanding where the industry stands today and the role of Brand Experience in changing the landscape of tomorrow. As we continue this conversation, we welcome your thoughts, perspectives and questions.Welcome to the Experience Brand IndexGlobal consumers demand
4、brands do more than promise a great experience - they expect proof.“Brands that back their words with concrete action, like experiences and events, find increased loyalty, higher willingness to recommend and scored significantly higher on Jack Mortons Experience Brand Index.”Experience Brands have m
5、ore than a higher Net Promoter Score (NPS)Experience Brands boasthigher customer loyalty1Josh McCall Chairman and CEO Jack Morton Worldwide 2IntroductionAbout the researchFive lessons in brand promise younger consumers more forgiving (Millennials 42%).Global %Generations42%49%53%10“When a brand does
6、nt live up to its promises, I cant trust it and wont buy it anymore.”0.00.10.20.30.40.50.6MillenialsGen XBoomers201142%49%53%0.000.050.100.150.200.250.300.350.40Cross-generational brand skepticismConsumers today are doubtful. One out of three of all our global respondents saw overpromising as just w
7、hat brands do. Generationally, Millennials felt the strongest about brands overpromising, with 36% of them saying that “when a brand doesnt live up to its promises, it wants me to believe its something its not.” Thats especially true in the US and UK where 40% of Millennials felt that way.The bottom
8、 line? Consumers want the brands they know and love to treat them well. And theyre unforgiving when a brand doesnt keep its promises. After all, this is a relationship were talking about. So for it to be a long-standing one, brands must continually nurture their customers and above all, deliver expe
9、riences that meet and exceed the promises they make.Global %36%28%23%“When a brand doesnt live up to its promises, it wants me to believe its something that its not.”GenerationsMillenialsGen XBoomers2212Brand touchpoints are proofpoints.Every interaction matters. Lesson 03When we look at the most su
10、ccessful Experience Brands in each category, they deliver consistently across all interactions with consumers and actions in the world. In other words, theres no excelling in one area of the brand experience that can make up for shortcomings in others. In-storeWeb in China, employee experiences are
11、top proofpoint drivers for just 2/10 industries (Retail Banks and Travel). And while certain trends hold true globally, there are also key geographical and industry differences in rating the importance of proofpoints:Social content has highest impact in China: Social content was a key proofpoint in
12、China for 9/10 industries (exception: Beverages).Web and mobile experiences are important to all: For 8/10 industries in the US and UK, and 6/10 in China, web and mobile experiences are significant drivers.inconsumersLooking for something differentLess than one in four consumers said the brands they
13、 interact with deliver experiences that are significantly better than their competitors. But Experience Brands were different. Globally, brands that scored high within our Experience Brand Index are nearly two times as likely to deliver what consumers see as a superior brand experience. And they are
14、 also nearly two times as likely to be deemed worth talking about, unlocking sought after online and offline word-of-mouth.15KeyIn-storeWeb & mobileOnline shoppingSocial contentEvents & experienceEmployeesIndustryCPGBeveragesEntertainmentConsumer TechTechPaymentsTravelRetailQSRRetail BanksUSAUKChina
15、16When we look at the most successful brands in each industry, they deliver consistently across all proofpoints. However, there are some experiences more closely tied to their success.17Top five leaders per geographyBest Experience BrandsAcross all proofpoints, Amazon, Netflix and Royal Caribbean ra
16、nked #1 in the US, UK and China, respectively.12345RankUSAAmazonNetflixJetBlueAppleRoyal CaribbeanPayPalSamsungSonyPayPalSamsung & IKEA78.874.373.573.273.2UKChinaRoyal CaribbeanHuaweiBlizzard EntertainmentAlipaySK-II & Singapore Air74.47872.277.570.677.370.677.37076.7PayPal Top Experience Brand Thro
17、ughout PayPals 20-year brand journey which included an acquisition by eCommerce giant, eBay they have never deviated from their core promise: “We put our customers at the center of everything we do.” For PayPal, customers exist on both sides of a transaction business and purchaser. A significant eff
18、ort goes into backing up their promise, like constantly working to improve and simplify the consumers transaction process. Notably, they implemented a new streamlined payment dispute service, and purchased Venmo, an innovative peer- to-peer payment service company, showing added value to their custo
19、mers. PayPal is a brand that truly backs up their promises with strong, impactful customer experiences, servicing its 244 million active account holders.6 18The next five leaders per geography678910RankUSASonyeBayYouTubeAmazonNeutrogenaAmerican ExpressIKEATUIAppleP&O Cruises72.872.372.171.871.6UKChi
20、naWeChatMacysHeinekenXiaomiStarbucks68.976.568.676.467.776.167.27666.876WeChat Brand to watch Relative to many of the brands we included in this survey, WeChat is quite young. Launched in 2011 by the technological behemoth Tencent, WeChat (called Weixin in China) entered the Chinese social media mar
21、ket that was dominated by the well-established RenRen. But quickly, they gained traction due to their ever-evolving platform. They were an early- adopter of the mobile-first mindset, placing the mobile user at the center of everything, and constantly adding new services and features. WeChat has comb
22、ined a healthy mix of embracing whats worked on other platforms with their own unique features to create a multi-faceted mobile platform which encourages users to spend significant amounts of their daytime within its app ecosystem. A reported average of 66 minutes a day was spent within the platform
23、 in 2016.7 As WeChat surpasses a billion users and continues to evolve and innovate, well keep a close eye on their consumer relationship and expect to see them climbing our Experience Brand Index in the future.Brands to watch Ranking within the top 10 of our Experience Brand Index, the following br
24、ands are ones to keep an eye on. 36Brand proof is only going to get more important.Changing generational tides give new focus for brand owners. Lesson 05Its no secret that the consumer base around the world is changing: More diverse, more global, different demographic swings, the rise of Millennials
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