2021年全球消费者报告（英文）

2021 Global Consumer TrendsPost-pandemic: How consumer behavior will continue to changeIN PARTNERSHIP WITHForewordCOVID-19 dramatically changed the consumer landscapeHow consumer behavior will change after the pandemicWhat matters most to consumers in 2021?Consumer experience: What is it and why does it matter?Consumer experience in 2021: How does your industry stack up?Methodology361124303657ContentsBruce Temkin XMP, CCXP Head of Qualtrics XM InstitutePrepare for the future, don’t re-create the pastFOREWORDIn 2020, the global consumer landscape dramatically changed. Confined to our homes for long periods, hallways became gyms, dining in became the new eating out and next-day delivery became the highlight of the week, for some, this was a continuation of activities they already did, but for others it was their first time –and many won’t go back.This raises the question for businesses – what happens next? Will we return to the old way of doing things? Will digital transformation continue to accelerate? What experiences will people want next? Answering these questions is critical for businesses to move forward with confidence. We spoke to nearly 18,000 people around the world to understand how their behavior will evolve as economies re-open. Analyzing 17 industries across 18 countries, we’ve discovered what people will do more of online, what they’re likely to do less of – and the key factors that drive consumer purchasing decisions.Whether it is online, in-person or on the phone, our research found a common thread central to business success during the pandemic: Human experience. We analyzed people’s relationship with organizations, focusing on three key areas: Satisfaction, trust and advocacy. While each metric has importance individually, the power of good experiences shines through when we look at them together. Across all countries and industries, we found a strong connection between good experiences and loyalty-driving attitudes. The experience a consumer has with your business – good or bad – has a direct impact on their likelihood to trust you, and subsequently recommend you to others.What does all of this mean? Listening to what consumers want, anticipating changing needs, and taking steps to meet those expectations are more important than ever. Organizations across every geographic region need to understand consumer experience at each stage of their journeys, and use this insight to rapidly adapt as the world changes (once again). Now, more than ever before, consumers are discerning about the products they buy and the services they receive, and as our research shows, just one negative experience can drastically change their opinion — and their future purchase decisions.ForewordAs you prepare for what your environment will look like in 2021 and beyond, keep in mind that human beings are unique, and respond to experiences in different ways. Assume that what you used to know is no longer valid. Our research shows that there are clear dif