Merkle’s research shows that, on average, only 2.5 sources of information influence a consumer’s brand decision.
Merkle, dentsu’s technology-enabled, data-driven customer experience management (CXM) company, has unveiled the first instalment of its 2024 Customer Experience Imperatives research series, titled ‘Engagement to Empowerment: Winning in Today’s Experience Economy’.
Pete Stein, global president of Merkle, said, “With this research, we wanted to give CX practitioners real insight into how consumers experience brands today. Brands that wish to excel in the experience economy must keep pace with customer’s evolving expectations.”
“At a time when consumers have more control and buying options, it’s critical for brands to not just chase trends but get to the root of what a ‘great’ customer experience entails. True customer empowerment requires more than just personalisation; it demands authentic connections and experiences that resonate deeply,” added Stein.
Harsha Razdan, CEO, South Asia, dentsu said, “We are witnessing a major shift from ‘Engagement to Empowerment’, where consumers expect more than just transactions from brands. They want meaningful interactions that safeguard their data, value their time, and enhance their lives. The report is based on global research and offers practical guidance on how to master the fundamentals of customer experience, use data ethically, leverage AI for convenience and trust, prioritize human interaction, improve post-purchase experiences, and experiment with emerging technology. We invite brands to join us in this exciting journey and shape the future of customer engagement.”
Merkle surveyed 2,100 consumers and 820 brands across 18 countries and three continents. This initial instalment is focused on consumers, who were asked questions on topics such as AI in marketing, preferences on customer data usage, and adoption of emerging tech.
Merkle’s research shows that on average, only 2.5 sources of information influence a consumer’s brand decision. Brands don’t have the same margin of error they once did, so it’s critical that they embrace and support this new wave of empowered consumers and make it clear how the experiences they deliver improve their customers’ lives.
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