Read what Vala Afshar of ZDNet has to say about Propel's 2022 customer engagement survey, including quotes from our CMO Dario Ambrosini.
"Consumer Brand Expectations Leave Little Room for Error
It is hard to imagine that nearly 6 out of 10 millennials would stop using a brand after just one bad experience. Products need to create a total customer experience. It's not just about building the right product, it's about building a profitable product that is right for today's consumer, marketing it in the right channels, using compelling packaging, online product information that speaks to quality and regulatory compliance, and servicing that product appropriately. And, all this has to be done right – the first time. When Propel probed further to uncover consumers' reasons for switching brands, we found 67% willing to switch if an initial experience with a new brand is a cut above—such as offering educational resources supporting the product purchase. While 24% said inconsistent or obsolete online product information was a main reason for abandonment."
This research demonstrates that brands need to have a direct line into market and consumer trends, and respond swiftly and appropriately if they want to stay relevant in the consumers' mind."
