Proprietary Research / Mblox

Project Description:

Identifying the Care Gap in Business-to-Consumer Engagement

A global survey of customers and businesses, Identifying the Care Gap in Business-to-Consumer Engagement explores the terrain of “care,” measuring consumer satisfaction. It documents the territory between businesses’ perceptions about the level of care they think they provide – and the reality of consumer experiences. The report also identifies consumer preferences for mobile communications and businesses’ mobile messaging practices. It offers rich detail about care gaps and preferences by vertical markets including retail, healthcare, financial services, insurance, and telecom/cable/utility. By better understanding the disparity between businesses’ and consumers’ perceptions of care, as well as how to best connect with customers through mobile platforms, companies can close the divide that inhibits the creation of brand loyalty.

Company:

Mblox

Methodology:

Millward Brown Digital surveyed a collective 1,650 mobile phone owners/users over the age of 18 in the following countries: the United States, the United Kingdom, and Australia. Within this group, 1,100 adults (18+) currently have an account or interact with a company in the retail, healthcare, financial services, insurance, and/or telecom/cable/utility industry. An additional 550 adults (25+) represented businesses, and work in a customer service/marketing role or higher within the accounting/finance, healthcare, human services, insurance, retail, telecom/cable/utility, and/ or tourism/travel industries. The research was fielded between September 12, 2014, and September 16, 2014.