Table of Contents
2022 APAC Experience Trends Report
Four Trends That Are Changing Customer Experiences Across Asia-Pacific
2020 & 2021 Flipped Experiences on Their Heads….Now It’s Time to Innovate.
It’s safe to say the last few years have been challenging for businesses and society as a whole. As we move forward and adapt to the pandemic, experience-focused businesses are faced with a new challenge: there is no back to normal. The circumstances of the past few years have forever changed us as individuals—and our expectations as consumers.
To be successful in 2022, businesses need to break from the status quo and make the choice to innovate by listening to their customers, non-buyers, employees, and other experience stakeholders to determine their strategy going forward.
That’s where the 2022 Experience Trends Report comes in.
About the Research
This is a trends report unlike any other, built for a time unlike any other.
InMoment surveyed consumers of brands across Australia, New Zealand, and Southeast Asia amongst eight different industries.
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The Future Stakeholder Journey
Consumer expectations for 2022; what are the new drivers of loyalty, retention, and acquisition?
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The ‘New’ World of Experience
Understanding how brands across industries need to adapt the digital and in-store experience.
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The Emerging Internal & External Personas
What do emerging consumers and employees could look like? How can brands meet their needs?
Four Experience Trends for 2022
You know the where, how, what, and who of this research. Now we need to know what those experience stakeholders need from us. In our research, we identified the following four trends:
Experience Standards Are Changing… Again
As COVID restrictions decrease, brands need to be prepared to adapt to new journeys and emerging generations.
Understanding Pre-Purchase Data Is Crucial to Converting Non Buyers into Happy Customers
The experience consumers have with your brand starts well before they engage with you—and brands need to own the pre-purchase narrative to control the end-to-end journey.
Surveys Will Not Be Enough for Ongoing Experience Improvement
Emerging customers—Gen Z and Gen Alpha—will be less likely to engage in surveys and digital forms.
New Loyalty Indicators & Drivers Are Emerging
Focusing on your industry alone can lead your brand to lag behind emerging cross-industry trends, reducing your market share.
Trend #1
Experience Standards Are Changing… Again
A Word About COVID
We know: everyone is tired of talking about the novel Coronavirus. But if we didn’t mention it, we’d be remiss, especially since mask mandates and other safety measures are still in full force in parts of the Asia Pacific region. What we wanted to know is how experience stakeholders feel about the loosening of these protocols.
We found that two in three APAC consumers were comfortable with COVID-related safety measures (social distancing, masks, QR code check-ins, etc) adopted by our key industries.
Four in ten consumers state that COVID safety measures are going to significantly influence their shopping behaviour in future to a great extent:
The Future of the Customer Journeys
Are Surveys Best Practice for Listening in 2022 and Beyond?
When it comes to experiences, you can no longer examine your industry standards in a silo because trends will defy industry lines. Your customers will be comparing the experience you provide to the ones they recieve in other industries.
We asked, “Thinking about the ways you could use services and make purchases during the pandemic, which of these would you like to continue to use when services are back to normal?” Here’s what we heard:
Trend #2
Understanding Pre-Purchase Data Is Crucial to Converting Non Buyers into Happy Customers
A Portrait of Pre-Purchase Research
As we collected data from consumers, we honed in on the pre-purchase phase of transacting across industries. And for good reason! Six in ten consumers claim to do research before purchase—and Gen X and Gen Y are particularly savvy about search prior to purchase.
Next, we looked at each industry through the lense of different research mediums to see how many consumers are researching prior to purchasing. Here’s what we found:
Trend #3
Surveys Alone Will Not Be Enough for Ongoing Experience Improvement
Consumer Feedback Preferences Are Changing
Surveys and experience programs have been practically synonymous for years. And it’s great practice to go to your experience stakeholders and ask them about their interactions with your brand. But are surveys the best practice for 2022 and beyond?
The short answer is no, surveys alone will not be enough for ongoing experiences. However, surveys are far from “dead.” Businesses simply need to evolve their approach to meet the needs of tomorrow.
To understand the role of surveys and other listening methods in 2022, we asked how stakeholders would like to provide feedback in the next year. Here are their responses:
Trend #4
New Loyalty Indicators & Drivers Are Emerging
Loyalty Is No Longer Linear
The customer journey is more complex than ever before (and that’s even an understatement). Gone are the days when consumers view their experience in the silo of an industry. These modern experience stakeholders are comparing their experience across industries, and that is impacting their loyalty to individual brands.
Today’s brands truly need to collect data from everywhere to understand the journeys their experience stakeholders are having with other brands so that they can identify opportunities to provide differentiated experiences that increase loyalty.
We found that each industry has a specific action it should take to provide better experiences for its customers. Here’s what experience stakeholders expect in exchange for their loyalty:
CONSUMER EXPECTATIONS
Enjoyed the insights we’ve already shared about experience trends for 2022? What if we told you there was more where that came from?
Fill out this form and you’ll gain access to the full length report, which includes exclusive content, like:
- Action steps from our expert strategists, detailing what you can do tomorrow to address these trends
- How effective are social media influencers for expanding awareness and market share?
- Where are customers researching your brand, and how can you own the narrative to control the end-to-end journey?
- How can brands reach the emerging Gen Z consumer? How do they want to leave feedback as consumers?
- And more!