Consumers in India receptive to automated interactions with brands: Report

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NEW DELHI: Consumers in India are increasingly becoming receptive to technology-based experiences and showing a preference for automation and non-human interactions with brands, says a study.
According to Adobe’s Experience Index 2018, consumer expectation scores in India barely cross 50 per cent, indicating significant room for brands to improve customer experiences.
“The country’s digital native population has higher standards for their experiences with brands than others. While older Indian consumers are increasingly relying on digital technology to cut down on time wasted on daily tasks,” said Mickey Mericle, Vice President, Marketing & Customer Insights, Adobe.
The study noted that consumers in India are most impressed by new innovations that help them interact with a brand, and are open to businesses implementing new ways to automate such interactions.
As per the study, customer service and lack of information from businesses are still some of the biggest pain-points for consumers. However, millennials are more likely to vocalise negative experiences with a brand than older consumers, who may have given up on expecting anything more.
Interestingly, in the age group of over 50 years, 94 per cent of respondents were extremely positive about technology’s role in improving the quality of life, implying that as consumers in India age, they appreciate technology more.
The index found that India’s millennials are more interested in personalised services and fully automated interactions, owing to greater appreciation for saving time.
“Lower than other age groups, only 45 per cent of people over 50 indicated a preference for human interactions. Clearly, brands need to recognise that consumers in India don’t see human interaction as a necessary component to a good experience, especially as they age. Across all age groups, what stands out in the Experience Index 2018 is the propensity of Indian consumers for all things automated,” Mericle said.