Socialbakers：2021年客戶體驗趨勢報告（R0145）

我們生活在客戶時代。客戶比以往任何時候都有更多的選擇和資訊，他們想按自己的方式做事。他們希望公司能提供他們想要的東西，以他們想要的方式，以及在他們方便的時間。他們在選擇品牌時把體驗放在首位。

這對品牌意味著什麼？提供滿足或超過客戶期望的一流體驗的能力變得前所未有的重要。

設計、實施和管理成功的客戶體驗（CX）計劃需要大量的時間和資源，以及來自企業最高層的支援。但是，大量的研究表明這種努力最終是值得的。

報告關注一些現有的客戶體驗研究和預測，幫助品牌成為CX領導者。

品牌在第四季度大幅增加了對社交媒體廣告的投資。與2019年第四季度的假日高峰相比，2020年第四季度全球廣告支出增長了50。3%。僅北美地區的高峰支出就增長了92。3%。品牌努力與客戶建立持久的關係，增加線上銷售額，數字廣告支出翻番已成為新常態。

實時影片內容的日益普及和Instagram實時購物體驗的蓬勃發展，凸顯了社交媒體作為創收工具的重要性。線上購物已經成為中國Z世代的一大趨勢，並且在西方品牌和消費者中迅速獲得吸引力。

在意見領袖營銷方面，2020年Instagram廣告的使用量比2019年下降了17%。但是，資料顯示，2020年底與受眾超過10萬的意見領袖合作的品牌數量幾乎恢復到大流行前的水平。

超級變現

作者：趙繼成主編深圳商業作品

噹噹

We live in the age of customers。 Customers have more choices and information than ever before， and they want to do things their way。 They want the company to provide what they want， in the way they want， and at a time convenient for them。 They put experience first when choosing a brand。

What does this mean for brands？ The ability to provide a first-class experience that meets or exceeds customer expectations has never been more important。

Designing， implementing， and managing a successful customer experience （CX） plan requires a lot of time and resources， as well as support from the highest levels of the enterprise。 However， a lot of research shows that this effort is ultimately worthwhile。

The report focuses on some existing customer experience research and predictions to help brands become CX leaders。

Brands significantly increased their investment in social media advertising in the fourth quarter。 Compared with the holiday peak in the fourth quarter of 2019， global advertising spending in the fourth quarter of 2020 increased by 50。3%。 Peak spending in North America alone increased by 92。3%。 Brands strive to build lasting relationships with customers， increase online sales， and doubling digital advertising spending has become the new normal。

The increasing popularity of real-time video content and the vigorous development of the Instagram real-time shopping experience have highlighted the importance of social media as a revenue-generating tool。 Online shopping has become a major trend of Generation Z in China， and it is quickly gaining traction among Western brands and consumers。

In terms of opinion leader marketing， the use of Instagram ads in 2020 has fallen by 17% compared to 2019。 However， data shows that by the end of 2020， the number of brands working with opinion leaders with an audience of more than 100，000 has almost returned to the pre-pandemic level。