Les consommateurs français sont-ils les plus exigeants au monde ?

Les consommateurs français sont-ils les plus exigeants au monde ?

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ThFeradnactienggameThe 2017 SAP Hybris Consumer Insights Report
Introduction Consumer insights help brands înd love
Digital innovation has transformed the way we live: how we communicate, shop, pay bills, study and work. It’s also changed how we înd love. It’s common to look for partners online as dating apps have become increasingly sophisticated and easier to use.But developing a long-lasting relationship is a trickier task.
Brands are also looking for love, as the way consumers interact and make purchases with them has changed drastically. Consumers are getting pickier, and loyalty is a dwindling attribute in the high-paced digital economy. People have the ability to research and identify the best oering, whether they’re shopping for clothing, cars or an accountant. To win the love of consumers, brands must look and act their best at all times.
That’s why we developed the SAP Hybris Consumer Insights Survey: to help brands better understand consumers and keep them coming back. The survey asked 1,000 consumers in France questions that uncovered how they feel about engaging with brands, including data collection, privacy and customer response.
The results for France are part of a bigger picture, as the full survey canvassed over 20,000 consumers worldwide. The statistics and results were extensive, so we’ve produced a report to help brands navigate the state of digital consumer love in the region.
Consumers across all countries conîrm what we already know: that in the digital economy,1 the power is in their hands. As a result, they expect brands to provide responsive, personalised customer service, while also expecting them to treat the private data consumers sharewith respect.
It’s now up to brands to build trusting relationships with consumers. No matter how or when they engage with customers, they need to show they understand what those customers want. Each interaction provides information, which should be used to deliver a more personal approach to customer service. Brands who fail to meet the ever-growing expectations of consumers do so at their own peril.
They say communication is the key to every great relationship. This report will show how much this matters to consumers in France.
Happy dating!
Mark de Bruijn Head of Marketing EMEA & MEE SAP Hybris
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© 2017 SAP SE or an SAP aïliate company. All rights reserved.
France Je t’adore
For brands to înd love in France, îrst they needto understand the needs and desires of the French.What do they like? What annoys them? While many characteristics of French consumerismare very similar to other countries, there are also many unique aspects. The French are the only consumers in Europe who value price and 2 convenience equally when they shop online.Social media hasn’t penetrated as thoroughlyas in some other European countries and useof Twitter, in particular, is low: only 24% of the 3 population has a Twitter account.
The French economy also poses some riddles. The economy is growing more slowly than in the UK and Germany, and unemployment is at 10%, contributing to a GDP that’s growing more slowly than many of its European neighbours’. But France is still the world’s sixth-largest economy, so it pays to be aware of what the French think about brands.
That’s why we’ve produced the Consumer Insights Survey, which asked a cross-section of over 1,000 people in France how they felt about data collection, customer response, privacy and interactions. Think of it as a dating proîle for brands, to help identify strategies to be the ideal partner: one that understands what consumers love and hate.
The French are mostly happy to share their information with brands, with seven out of ten willing to do so. Divulging mobile numbers is less of a problem for the French than in other Western economies, with 30% willing to give out their number, rising to 40% in the 18-34 age group. They’re also happier to share information across borders than most, but demand great customer service in return. The French were the only nationality surveyed that considered it more important for brands to have a good understanding of their history with a brand, and tailor responses to queries accordingly, than to shower them with giveaways: making a digital-îrst strategy a priority.
For the French, however, customer service has to go beyond being digital-îrst.To build a great relationship with French consumers, brands must respect their data and not use it without their knowledge, understand their history with a brand when talking to them and respond to queries and complaints within 24 hours. If you want to win the hearts of the French, you need to:
Deliver quick-response customer service via multiple online and oine channels.
Make sure every interaction is customer-centric to keep it relevant and avoid mistakes.
Focus on establishing trust by being transparent when using collected data, and use that data to put interactions into the context of the consumer’s history with the brand.
Let’s dig deeper into the survey results and do a bit of relationship counselling to help brands better understand the French market.
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Sharing is caring
Getting to know each other and sharing information is the îrst stage in every relationship. Consumers in France are generally happy to divulge personal details to brands, in return fora better customer experience, with 71% willing to share information. Email addresses are the most readily shared, followed by mobile numbers (at 30% of consumers). This îgure is higher than all the other Western economies surveyed, suggesting that the French regard nuisance calls as less of a problem than in other countries, or are more open to the idea of being contacted by phone. What’s more, 40% of French Millennials (aged 18-34) are willing to share their mobile number, a higher percentage than among their counterparts in the other Western economies.
When it comes to sharing personal information across borders, the French are more amenable to the idea than the British, Americans, Dutch and
Germans, with 59% saying they would be willing. Again, the willingness to share mobile numbers stands out (21%), especially in the Millennial age range (31%). Email addresses were the most likely personal details to be shared across borders, with 44% of French consumers willingto give this information.
As with most other countries, the French expecta brand to protect their interests when it uses their personal data, and to be transparent about how that data will be used by partners – 60% of French consumers rated both of these as key expectations of a brand. However, the French are not particularly concerned about protecting their privacy in the event of a criminal investigation, with just 30% rating this as a concern, the second-lowest (after Brazil) of the countries surveyed. They regard consistency of promotions online and in-store as more important.
SURE, I’LL SHARE MY INFORMATION WITH YOU...
% 71
71% of French respondents werewilling to share some informationwith brands
YOU CAN HAVE MY …
% 53
Emailaddress
% 37
Shopping history
% 30
Mobile number
Monthly income
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% 17
% 16
Real-time location
% 29
Don’t want toshare info
© 2017 SAP SE or an SAP aïliate company. All rights reserved.
% 21
THE FRENCH ARE LESS WILLING TO SHARE (LOCALLY)…
Mobile number
4%Identiîcation number
Email address
YOU CAN HAVE MY DATA (WITH BRANDS ACROSS BORDERS)...
Shopping history
Be transparent in how they use personal data with partners
Ensure promotions launched online are the same as in-store
© 2017 SAP SE or an SAP aïliate company. All rights reserved.
Protect consumer interests when using personal data
HERE’S WHAT THEY EXPECT BRANDS TO DO IN RETURN
3%Personalînancial details
3%Access to social media accounts
59% of respondents in France were willing to share some information with brandsacross borders.
% 60
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% 60
SPECIAL OFFER % 36
% 27
% 59
% 44
Don’t leave them hanging
When it comes to customer service, the message from the French is clear – get back to us within 24 hours. With 89% wanting a response within a day to a query, the importance of getting back quickly to consumers is obvious. And within that time frame, over a quarter expect a response within an hour, while 47% want to hear back in three hours or less.
However, social media is not necessarily the way to do this. Social media use in France is not as common as in much of Western Europe, with 48% of French adults using it (although this îgure is higher than in Germany, where only 4 37% have a social media account). French consumers favour the telephone over social, with 61% of consumers using it to contact customer services compared to the 6% who used social. And although user satisfaction with social 5 is growing, in France brands would do well to maintain accessible and eective traditional methods of contact,as well as developing social as a means of responding to consumers.
HOW LONG MUST I WAIT? CONSUMERS WHO EXPECT A RESPONSE...
% 89
Within24 hoursor less
% 47
Withinthree hours or less
% 26
Withinan houror less
“In France brands would do well to maintain accessible and eective traditional methods of contact
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© 2017 SAP SE or an SAP aïliate company. All rights reserved.
Make it personal
Although a quick response is important, consumers also expect to get something in return for their loyalty and information. And today,that needs to be in the form of a personalised experience – this is what keeps consumers close to brands and helps to build a strong relationship. Knowing what consumers regard as a personalised experience is crucial to creating this bond.
In France, most consumers rate an appropriate response to a query, that takes into account their history with the brand, as the most personalised experience they could have. 62% of French consumers fall into this category, which makes France the only country surveyed that considers this contextual response to be more important (although only by a 1% margin) than surprises such as discounts and giveaways. This preference is higher among men than women, with 65% of men rating the appropriate response as a personalised experience, compared to 58% of
SHOW ME THAT YOU CARE WHAT PERSONALISED SERVICE MEANS TO ME
62%Appropriate responses toqueries with full understanding of my history with brand
28%Personalised emails or lettersfrom brands
women. The percentages are reversed when it comes to surprises, with 65% of women rating them as a personalised experience, compared with 56% of men.
The French also value extra free services suchas workshops and product trials, with half of consumers considering such services to be a personalised experience. There is clearly scope here for brands to go beyond just giving things away towards creating a more personal approach.
The SAP Hybris Consumer Insights Survey reveals that a brand’s relationship with a consumer can be signiîcantly strengthened ifit can clearly demonstrate the beneîts of loyalty with rewards and oers. Consumers in Franceare swayed by outstanding customer service and surprises and, to a lesser extent, free services that extend their involvement with a brand.
61%Receiving surprises from brands, like surprise perks, discounts and freebies
28%Getting post-purchase follow up customer service calls
35%Receiving relevant product recommendations
22%Getting consistent content across channels
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15%Location-based recommendations on services/products/etc
© 2017 SAP SE or an SAP aïliate company. All rights reserved.
It’s time to break up
Breaching mutual trust and respect will damage and then destroy a relationship, and it’s the same for the connection between consumers and brands. In France, more than three-quarters of consumers (79%) will leave a brand if it uses their personal data without their knowledge. Unresponsive customer service drives away61% and spam is a major turn-o, too, with56% rating it as a reason to leave a brand.
Another deal-breaker for the French is when companies make too many mistakes: 70%of consumers in France would end their relationship with a brand if it made a mistake more than twice. This makes them the least forgiving consumers in the world, alongside those in Colombia. Couple this with the fact that over a third of French consumers expect stato be familiar with their history with a brand,and you can see the importance of eectively
managing your customer data and making it consistent across all channels.
Despite being demanding in those respects, French consumers aren’t particularly bothered by the time it takes to deal with problems and complaints, with less than a third (31%) saying that lengthy customer support processes are a particular problem. This is the lowest îgure of all of the European and North American countries surveyed.
Maintaining a relationship with consumers in France does not mean bothering them incessantly. The French are, like all of the nationalities surveyed, irritated by too many direct marketing and sales calls, with 67% listing this as the most annoying brand behaviour. Emails are considered less irritating, but 59% still înd too many to be bothersome.
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© 2017 SAP SE or an SAP aïliate company. All rights reserved.
It’s over
WHY CONSUMERS WON’T USE A BRAND AGAIN
% 79
Using consumer data without knowledge
% 70
When a brand makes a mistake more than twice
% 61
Unresponsivecustomer service
BRAND BEHAVIOURS THAT BOTHER CONSUMERS MOST
% 67
Receiving too many direct marketing and sales calls
% 59
Too many marketing and sales emails
% 34
Sales sta do not have a complete understanding of my history with the brand
Five ways to win hearts
But what makes a great relationship? To start, there needs to be strong understanding—of needs, wants and desired outcomes. The SAP Hybris Consumer Insights Survey conîrmed that this is what consumers in France are looking for when dealing with brands. It’s nowup to brands to deliver. But how? And what?
Brands should use business models that deliver a customer-centric approach, in every department, not just sales and service. Think of this customer-centric model as the heart of a business, with customer data as the blood pumped around the body, delivering all the vital
% 56
When a brandspams me
% 31
Engaged in lengthy customer support processes
% 34
When a brand advertises inconsistent promotions online and in-stores
% 30
Receiving location-based text messages
nutrients needed not just to survive, but thrive. This information should be used to create a personalised approach, no matter where and how a customer engages with a brand.
Investing in an end-to-end omnichannel solution will help create better outcomes for customers and businesses. It takes all the available data and feeds it to every department, so customers get the same great service, no matter who they talk to. By automating this intelligence feed, all customer information is passed on and nothing is left out.
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© 2017 SAP SE or an SAP aïliate company. All rights reserved.
HOW AN END-TO-END OMNICHANNEL SOLUTION SHOWS CUSTOMERS THE LOVE
1
Takes advantage of artiîcial intelligence and machine learning to create response mechanisms and bring intelligence into every channel to improve the customer experience.
4
Drives mobility and digital delivery, supporting interactions with customers at every touchpoint.
2
Supports an agile business model that can adapt quickly to an increasingly disruptive market.
5
Manages data and information collected from consumers in a way that is ethical, transparent and secure, instilling trust with the market and reinforcing a positive brand reputation.
3
Increases brand engagement with customers by oering more touchpoints.
A strong and healthy relationship doesn’t happen overnight. It takes time, hard work, and a lot of communication. An end-to-end platform that drives an innovative, customer-centric approach makes sure your brand is always in the right place, at the right time. You just need to make the îrst move. Looking for more? The SAP Hybris Global Consumer Insights Report oers more advice on how to win over customers in today’s tougher market.DOWNLOAD NOW
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© 2017 SAP SE or an SAP aïliate company. All rights reserved.
REFERENCES
1. “Disruption isn’t a buzzword, it’s a way to beat your competition”, by Jack Dyson, The Future of Commerce, March 24, 2017.rco--mdoz-uewfzoat-ubr-useihtfn-i1o7n/-0rmu/p2t0/ed.icsom3e/r2c4.tww/w:/tpah-ts-it wayto-beat-your-competition
2. “They say they want a revolution,” Total Retail 2016, PWC February, 2016.https://www.pwc.com/gx/en/retail-consumer/publications/assets/total-retail-global-report.pdf
3. “France: social network penetration” Statista.https://www.statista.com/statistics/284435/france-social-network-penetration
4. “Not everyone in advanced economies is using social media,” by Jacob Poushter, April 20, 2017, Pew Research Center.http://www.pewresearch.org/fact-tank/2017/04/20/not-everyone-in-advanced-economies-is-using-social-media
5. “Observatoire des Services Clients 2016,” BVA Group, October 20, 2016.https://www.bva-group.com/sondages/observatoire-des-services-clients-2016/
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