Customer satisfaction in the Philippines exceeds global average

 

Post-pandemic, consumers will increasingly expect great experiences across whichever channel they choose 


MANILA, PHILIPPINES - Media OutReach - 20 May 2021 - New research released today from Qualtrics (Nasdaq: XM), the world's No.1 Experience Management (XM) provider and creator of the XM category, reveals how consumer behaviour and expectations are changing in the Philippines, and the new experiences businesses should provide to meet the needs of consumers today and in the future.

 

The new study from the Qualtrics Experience Management (XM) Institute, "2021 Philippines Consumer Trends", examined the perspectives of 1,000 consumers in the Philippines. The study highlights how companies will need to rewrite their playbooks to deliver great online, in-person, and hybrid experiences to attract and retain customers.

 

"Across the world and especially in Southeast Asia, we are seeing customer preferences and expectations evolve at a rapid pace. If businesses are going to adapt and thrive in this new environment, they need to understand the 'how' and 'why' behind these shifting behaviours, and then use the insights to proactively design and continually improve offline and online experiences for their customers," said Harish Agarwal, Head of CX Solutions & Strategy for Qualtrics in Southeast Asia.

 

"Our research shows that consumers are not going back to the way things were," said Bruce Temkin, Head of the Qualtrics XM Institute. "Consumers have adapted to a new, digital-first landscape, and the experiences that they have with brands across digital channels directly impact their purchasing decisions. In order to be successful, organisations need to prepare for the future instead of trying to recreate the past."

 

Study Highlights for trends in the Philippines:

  • Consumer satisfaction in the Philippines exceeds the global average. Almost three-quarters of consumers in the Philippines (72%) said they were satisfied with their brand interactions, in comparison to 66% globally. Fast-food restaurants (85%) and Grocery stores (82%) both delivered the highest levels of satisfaction, followed closely by streaming services (81%).
  • There will be a snap back from digital behaviours. Having embraced new digital channels for most engagements during the pandemic, there is now a clear differentiation between what behaviours consumers will revert to or continue to adopt - if at all.

    ○      Consumers in the Philippines said they expect to do less of the new digital behaviours they adopted during the pandemic as things return to normal - including online retail and grocery shopping, using food delivery services, contacting customer support, online education, and streaming content
    ○      The only behaviour consumers said they expected to do more of was online banking

  • Customer service is an important differentiator. Consumers are more discerning than before about their purchasing choices, and organisations need to do more than market the quality or price of their products and services: 23% of consumers would prefer to buy from an organisation that treats them well, compared to 10% who favour price.
  • Consumers increasingly expect great experiences across multiple platforms. Organisations need to invest in delivering quality customer service and meet customers where they are - whether that's online, in-person or somewhere in between: 31% of consumers expect to resolve support in person, 30% over the phone, 23% through online chat, and 16% via self-serve systems.
  • Satisfaction breeds trust and advocacy. Positive experiences inspire greater levels of trust and advocacy among consumers. Consumers who have good experiences with organisations in critical industries — such as education systems, hospitals/medical clinics, and government agencies — are more likely to trust them. And when consumers trust an organisation, they're more likely to recommend them to friends and family, helping to attract new customers.


Organisations must continue to change and adapt to the changing consumer expectations in the post-pandemic environment. To do that at scale, organisations will need experience data - what consumers say they want and expect —to stay ahead of customer expectations and design the experiences that attract and retain them.

 

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