Delivering Superior Customer Experience in China
The Essential Ingredient to Building Customer Loyalty
Chinese customers are becoming increasingly demanding with respect to customer experience; however, consumer and retail companies are failing to keep pace with rising expectations. How can companies attract and keep the increasingly sophisticated Chinese consumer?
Relationships between Chinese customers and consumer and retail companies are constantly evolving. Technology advancement and penetration, as evidenced by increased internet adoption and social media participation, have transformed the way companies interact with customers. As touch points increase, customers expect companies to deploy a holistic customer engagement model to connect with them. A recent study suggests that over 75% of Chinese customers are not satisfied with their customer experience when interacting with a company across multiple channels (Deloitte China Consumer Study, 2014). Customers expect companies to understand their requirements and deliver personalized and consistent experience across all channels.
This report takes a deep look at how to attract and keep the increasingly sophisticated Chinese consumer. It does so by explaining the Chinese customer experience lifecycle, which has five key phases: Research, Choose, Buy, Use/Service, and Evolve/Repurchase.