Navigating the fragmented world of consumer communications

We are living in a time of head-spinning change. But one thing that hasn’t changed is that companies must listen to their customers and engage with them effectively if they are to achieve customer experience success.

This means not just getting messages right, but also the mode of communication. If anything, this has become more critical than ever before as consumers switch to digital engagement in a pandemic world.

Vonage's research involving 5,000 customers has found that fragmentation of preferences across customer segments and geographies is so extreme that even the most preferred communication channel—mobile phone calls—only satisfies about one-third (35 per cent) of all consumers, and even then, only in certain scenarios.

Through the tangled mess of consumer preferences across the globe, there is a path to finding customer engagement success. Our research shows that although it is more complicated than ever before to get customer engagement right, it can be done.

Download this report to: 

• Access data on how the average global consumer interacts with companies
• Understand the diverse customer experience preferences that exist around the world
• View Vonage's Customer Happiness Cheat Sheet
• Grasp local behavioral differences that impact customer preferences
• Sharpen your customer engagement strategies according to trends on generational divides and differences between customers