益普索：2025年顾客体验全球洞察报告-中国篇

Group 1 - The report highlights that Chinese customers have a strong demand for quality experiences, with 92% choosing brands based on expected good experiences, significantly higher than the global average of 70% [1][21][25] - Chinese customers show a willingness to pay more for better experiences, with 87% indicating this preference, nearly double the global figure of 46% [1][16][25] - There is a notable gap in trust towards AI customer service, with only 31% of Chinese customers believing it benefits companies, lower than the global average of 39%, and only 18% feeling it benefits customers more, compared to 14% globally [1][17][19] Group 2 - Emotional dependency is positively correlated with key customer experience metrics such as Net Promoter Score (NPS), satisfaction, and customer lifetime value (CLV) [2][36] - In China, 73% of customers who have experiences that exceed expectations develop emotional dependency on brands, while only 5% do so when experiences fall short [2][29] - Although the average recommendation frequency among Chinese customers is 3.6 times, lower than the global average of 4.3 times, word-of-mouth recommendations significantly influence first-time purchase decisions, with 37% of Chinese customers being affected, compared to 33% globally [2][34][36] Group 3 - The report identifies "pleasure" as the most critical driver of emotional dependency in China, followed by "fairness," contrasting with the global focus on "certainty" and "fairness" [3][36] - Key factors influencing "pleasure" include clear communication (57%), experiences aligning with brand promises (56%), and delivery quality (58%) [3][36] - Chinese brands show weaknesses in foundational elements like "control" and "certainty," indicating areas for improvement [3][36] Group 4 - The mobile phone and banking sectors lead in establishing emotional dependency, with scores of 62% and 61% respectively, while insurance and mobile operators lag behind at 54% and 56% [4] - The mobile phone industry is recognized as a benchmark for customer experience, with a high NPS of 53 and an average recommendation frequency of 4.31 [4] - The competitive landscape in China has shifted from functional satisfaction to emotional value creation, emphasizing the need for brands to focus on "pleasure" and "fairness" while enhancing communication and delivery [4]