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Consumers in India receptive to automated interactions with brands: Report

Press Trust of India  |  New Delhi 

Consumers in are increasingly becoming receptive to 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 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 to cut down on time wasted on daily tasks," said Mickey Mericle, Vice President, & Customer Insights, Adobe.

The study noted that consumers in 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, and lack of information from businesses are still some of the biggest pain-points for consumers. However, are more likely to vocalise negative experiences with a than older consumers, who may have given up on expecting anything more.

Interestingly, in the 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 are more interested in personalised services and fully automated interactions, owing to greater appreciation for saving time.

"Lower than other 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 Across all age groups, what stands out in the Experience Index 2018 is the propensity of Indian consumers for all things automated," Mericle said.

(This story has not been edited by Business Standard staff and is auto-generated from a syndicated feed.)

First Published: Sun, April 29 2018. 12:35 IST
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