2019全球消费者洞察报告.pdf

It’s time for a consumer-centred metric: introducing ‘return on experience’ Global Consumer Insights Survey 2019 It’s now been a full decade since the position to demand a tailored, channel- Great Recession ushered in what’s often agnostic, socially conscious and social- called the new normal, a supposed media-powered experience. “Whether recalibration of what’s possible in terms your organisation sells household goods, of global economic growth. But a funny health services, cars or financial services, thing happened: the world’s consumers delivering a superior experience will displayed unexpected resilience, driven be what makes you a winner,” says by technological advances that have John Maxwell, PwC’s Global Consumer unleashed a Golden Age of consumption, Markets leader. offering a worldwide bazaar of goods and services — open day and night — to In fact, in addition to anyone with a mobile phone. the traditional return on As of March 2019, despite gyrating investment (ROI) metrics used global stock markets, trade uncertainty, slowing growth in China and an to determine a company’s international lurch towards populism and success, PwC believes it’s isolationism, consumers stand astride time to introduce another the global economy, still working, still buying, still confident about the future metric, one with a focus on and still embracing new technology. In customer experience. Because fact, according to analysis reported in the Financial Times in 2018 the consumers today are so global unemployment level fell to discerning and powerful, 5.2%, the lowest level in 38 years. And it’s our perspective that in September 2018, the Brookings Ins