Today we’ll contemplate that most sublime of mysteries: the mind of the consumer. A carefully designed study from Intent Lab tested whether giving consumers what they wanted – that is, showing them products they are looking for – gives better results than trying to address their underlying goals. Turns out that messages related to goals are more effective.
Considerably less surprising, COPC Inc. and Execs In the Know found the strongest driver of customer satisfaction with service experiences is issue resolution. Other unsurprising results: people grow less satisfied as it takes more contacts to resolve an issue, and human-assisted interactions have a higher resolution rate than unassisted interactions. The good news: self-service methods are getting better at resolution and satisfaction with self-service has increased from 40% in 2018 to 60% in 2020.
Finally, the branding gurus at MBLM have assessed the impact of COVID-19 on brand intimacy. The topline finding is people feel an emotional connection with 23% more brands than before the pandemic. But read the study for a slew of concepts including emotional connection, archetypes, relationship stages, and the brand intimacy quotient. So much fun.
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