Good Experiences Drive Word-of-Mouth in China - eMarketer

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Good Experiences Drive Word-of-Mouth in China

Consumers are ready to tell their friends and family about your brand

April 15, 2016

Solid majorities of consumers in China living in major cities say they will take a number of positive actions after they have a good experience with a brand or company, according to August 2015 research. At the top of the list is spreading the good word.

Actions that Consumers in China Are Likely to Take When They Have a Good Experience with a Brand/Company*, Aug 2015 (% of respondents)

About two in three consumers ages 18 to 64 surveyed by Epsilon said they would tell their family and friends after they had a good customer experience. Another 60% said they would do the same on social media, meaning brands can look forward to positive word-of-mouth as a reward for creating good experiences for their customers.

Nearly as many consumers said a good experience would drive them to search on or offline to learn more about the brand, and 63% said they would interact more with the brand. The same number said specifically that they would begin following the brand on WeChat, and 62% said they would install the brand’s mobile app.

Epsilon also asked consumers in China what made for a positive brand experience. The No. 1 factor that made interactions with brands and companies more satisfying was availability: 69% said that begin “available when I need them” was a plus. A consistent experience was almost as important (68%), followed closely by a fun or entertaining interaction (67%).

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