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1、The2017SAPHybrisGlobalConsumerInsightsReportThedatinggameLoveandlossinthemodernera1 / 25©2017SAPSEoranSAPaffiliatecompany.Allrightsreserved.IntroductionJohannWredeGlobalVP,StrategicMarketingSAPHybrisLifeintheever-evolvingdigitalagehasdeliveredalifestylefewcouldhaveimaginedadecadea
2、go.Asanexample,lookathowthedatingscenehaschanged.Tomeetsomeone,weusedtogotobars,getsetupwithfriendsoffriends,orgoonblinddates.Nowit’saseasyasdownloadingadatingappforyoursmartphone.Buteveniffindingadateisassimpleasswipingright,developingameaningfulrelationshipisharder,requiringastr
3、ongfoundationoftrust,communicationandtheabilitytoovercomechallenges.Navigatingthepathoflovecanbeoverwhelming,evenifit’sworthitinthelongrun.It’seasytoseetheparallelsintherelationshipbetweenbrandsandconsumers.Brandswantmeaningful,long-termrelationshipswithloyalcustomers,butinthedigi
4、taleconomyallthepowerrestswiththeconsumer.Onlineforums,socialmedia,reviewwebsitesandmoremeanit’sincreasinglysimpletoresearchaprospectivepurchasewithoutevervisitingastoreorlisteningtoamarketingmessage.Interactionswithbrandsarealsoevolving,thankstotoolssuchasinstantmessagingandchatb
5、ots.Asaresult,consumershavemuchhigherstandardsofwhattheywantbrandstodeliver,andtheywon’tflinchaboutbreakingupwithabrandthatdoesn’tmeettheseexpectations.Sendingflowerstowoothembackisn’treallyanoption.2 / 25©2017SAPSEoranSAPaffiliatecompany.Allrightsreserved.That’swhySAPHybriscommis
6、sionedasurveyofover20,000consumersworldwide:tobetterunderstandwhatconsumerslookforwhenengagingwithbrands.Thesurveywasdevelopedtoseewhatmakesarelationshiptickfromthecustomer’sperspective—andwhatmakesorbreaksacustomerexperience.Questionswereaskedamongawidesubsetofagesandnationalitie
7、sin20countriesacrossEurope,Asia,LatinAmerica,theMiddleEastandNorthAmerica.Theresultshavebeencollatedtohelpproviderelationshipcounselingtobrandsintheirrelationshipswithcustomers.Wehopeyouenjoythispaperandbenefitfromtheinsightsderivedfromthestudy.Let’sgetstarted.LovearoundtheworldWh
8、owesurveyed:USARussiaSingaporeCan
