Catalyst

Personal touch needn’t be human: Adobe study

| Updated on May 03, 2018 Published on May 03, 2018

Good experiences from brands can stem from automation too! Adobe’s Experience Index 2018, released recently, found that Indian consumers want personal service but that it need not necessarily be delivered by a human. New technology-based experiences thrill them, and they show a preference for automation and non-human interaction with brands.

It also showed that consumer expectation scores in India barely cross 50 per cent. Another significant finding was that as people aged, they appreciated the role of technology more. In the 50-plus age group, 94 per cent of respondents were positive about technology’s role in improving the quality of life. Only 45 per cent of people in this group preferred human interaction compared to 51 per cent in the 18-24 age group and 54 per cent in the 25-34 age group.

Millennials are more likely to talk about negative experiences with a brand than older consumers who may have given up on expecting anything more.

 

 

 

The Index outlined areas where businesses could improve, measuring four tenets: Know Me & Respect Me, Delight Me At Every Turn, Make Technology Transparent and Speak in One Voice. Know Me & Respect Me emerged to be the most important tenet.

Another important tenet was that brands should speak in one voice across all channels, to prevent being inconsistent.

The survey was conducted online regarding preferences and expectations for digital experiences in the retail, travel and hospitality, media & entertainment, and financial services industries.

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Published on May 03, 2018
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