As we noted in our recent State of Service blog, customer expectations in South Africa were rising long before the COVID-19 pandemic started.
But what’s going on in the South African market? And how can you respond with the best version of your business, as fast as possible?
To help find some answers, we surveyed 12,000 consumers and 3,600 business buyers—4% of which are based in South Africa—for our fourth State of the Connected Customer report.
Here are some key takeaways we think you’ll want to know about.
Customer experience and business ethics are key
One key fact rang out loud and clear throughout the survey: a tailored customer experience (CX) still reigns supreme.
In South Africa, 89% of consumers say experience is as important as products and services. And 61% say they prefer those products and services to be personalised.
Get personalisation right, and 91% of global respondents say they’ll be more likely to make another purchase from you. And 78% will even forgive you for previous mistakes after receiving an excellent experience.
We also found that 78% of respondents in South Africa say businesses must improve their trustworthiness. Additionally, 70% and 61% say businesses must improve their environmental and social practices, respectively.
This is indicative of a more global shift accelerated by high-profile and long-overdue reckonings with social, economic, and ecological injustices.
In fact, 86% of global customers say the societal role of companies is changing. And business buyers agree, with 75% saying vendors’ business ethics increasingly factor into their purchasing decisions. This isn’t just moral posturing either: 61% of global consumers have stopped buying from a company whose values don’t align with their own.
What’s more, 89% of customers expect companies to clearly state their values, and 90% expect them to clearly demonstrate those values. Take note.
South African consumers expect corporate social responsibility
Customer expectations around personalised CX have intensified over the COVID-19 pandemic. But consumers and buyers aren’t making choices based solely on what’s good for them.
There’s also a social reckoning taking place. Customers are validating their brand relationships in a new context of corporate social responsibility and ethics:
- 71% of customers in South Africa say COVID-19 has made them reevaluate the role of business in society
- 90% of global customers claim that how a company acts during a crisis demonstrates its trustworthiness
- 54% of customers in South Africa have become more trusting of a company based on its response to the pandemic
Arguably, the most prevalent impact is the accelerated shift to digital-first engagement. With non-essential stores forced online and social distancing an everyday reality for most, people have flocked to digital services to stay connected. Not only have they gone online to engage with their friends and family, but they’re also using digital channels to connect with their favourite brands too.
Digital engagement hit a tipping point in 2020, with an estimated 60% of interactions taking place online—up from 42% in 2019. In addition, 72% of consumers in South Africa expect to spend more time online after the pandemic than before.
And if COVID-19 hasn’t already prompted you to accelerate your digital initiatives, 95% of customers in South Africa expect your strategy to have changed by the time the pandemic is over.
Convenience dominates customer expectations in South Africa
Convenience is still a big attraction across all generations when choosing which brands to engage with. Accelerated by the increase in digital engagement, both consumers and business buyers in South Africa are increasingly turning to new channels to simplify brand interactions and purchases:
- 90% are using online self-service portals
- 81% are using online knowledge bases
- 72% are using online chat and support services
- 72% are using dedicated mobile apps
Above all, 83% of customers expect flexible shipping and fulfilment options such as buy online, pick-up in-store (BOPIS). As for business buyers, 88% of respondents in South Africa use mobile apps to contact companies, and 84% now regularly use online chat and support services.
It’s time to serve the connected customer
As the world—and South Africa—adapts and shifts, so must your organisation.
That means delivering a seamless, connected customer journey for both consumers and business buyers. One that’s built on trust, personalisation, and a deep understanding of what they expect, and where and when they expect it.
With a single, centralised cloud-based CRM—like Customer 360—you can easily unite your business around the customer. This can help you glean the insights you need to respond proactively to disruption and create the kind of unforgettable experiences that foster trust and loyalty.
This blog is just a snippet of the full report! Download the 4th Edition State of the Connected Customer report to learn more or visit Tableau to see insights for South Africa.
