Indians prefer automation to human interactions with brands

The findings were part of software giant Adobe’s “Experience Index 2018” research unveiled at the Adobe Symposium 2018 here.

“The ‘Experience Index 2018’ reinforces the role of data and analytics in helping brands to understand their customers and work towards delivering incredible experiences across every touchpoint,” said Kulmeet Bawa, Managing Director, South Asia, Adobe.

The research outlined areas where businesses could improve to provide engaging customer experiences: Know Me and Respect Me, Delight Me At Every Turn, Make Technology Transparent and Speak in One Voice.

Consumer expectation scores in India barely cross 50 per cent, which indicates significant room for brands to improve on customer experiences front.

“Bringing down the positive impact of ‘experience makers’, the overall score is adversely affecting the strong negative impact of ‘experience breakers’, as consumers in India are fast to penalise brands that fail to execute successfully,” the findings said.

According to the research, interesting generational differences that are the biggest pain points of customers included customer service and lack of information from businesses.