Survey reveals what makes customers happy (and angry)

According to the 2017 SAP Hybris Consumer Insights Report, 89% customers expect an answer to their query within 24 hours.

The survey of 20,000 shoppers worldwide by the software corporation AP SE found that the easiest way to keep customers happy is to be responsive, and the fastest way to lose them is to share their data without their knowledge.

Four out of five shoppers (80%) are willing to share some of their customer data with brands, the study found, with Japan being the least inclined (52%) compared with Colombia and India (both at 92%).

Respondents from all countries, except Russia, are willing to share their e-mail addresses, but only half of Middle East–based consumers want to share their mobile phone numbers.

SAP also recently introduced new technologies, such as facial recognition, machine learning and Internet of Things (IoT), to enable targeted marketing campaigns and help consumers optimise their shopping experience.

The SAP Leonardo digital innovation system now powers facial recognition technology within SAP Hybris Marketing Cloud, which introduces a new way to engage in-store shoppers. Using facial analysis, the software connects shoppers’ genders and ages to a company or store’s available inventory and stock, enabling personalised product recommendations presented on large displays.

The company added that ten customers are joining SAP Hybris to embed machine learning capabilities into the SAP Hybris Sales Cloud and SAP Hybris Service Cloud portfolios, and SAP Hybris solutions have access to customer and product data across the front office.