Qualtrics, the leader in customer experience and creator of the experience management category, has detailed new research revealing how consumers’ preferences, behaviors, and expectations of the brands they engage with have shifted during the first 6 months of the pandemic in the Philippines
Building on research from May 2020, the study revealed that even though restrictions have changed, the actions brands are taking continue to have a significant impact on consumers. Again, more than 95 per cent agreed that during a crisis brand actions impact trust—with a majority 88% of people agreeing the impact was major.
Similar to the earlier study, the drivers of brand trust are consistent. Not taking advantage of a crisis to maximize profits remains the most important (41%), followed by maintaining reasonable pricing (40%), and taking care of customers (34%) and employees (23%).
Where we start to see a shift is in communication preferences, and the messages people in the Philippines want to receive.
Updates into how brands are responding to the pandemic is joined by messages on safety and hygiene protocols as the top brand communications people want to receive right now. Information into products and services is down one place to the third most desired message, (50%), followed by sales and promotion emails (45%), and information on reward programs.
When it comes to the medium, while Facebook remains the most popular channel, people in the Philippines are increasingly choosing online media, email, and TV advertising for the preferred engagement platforms.
| MEDIUM | MAY2020 | SEP2020 | DIFF |
| 86% | 84% | -2 | |
| Online Media | 55% | 63% | +8 |
| 51% | 56% | +5 | |
| TV advertising | 44% | 51% | +7 |
| 30% | 29% | -1 | |
| 21% | 20% | -1 | |
| Mobile app | 16% | 19% | +3 |
| Radio | 13% | 18% | +6 |
| Viber | 15% | 16% | +1 |
| 9% | 9% | 0 | |
| Tiktok | 8% | 9% | +1 |
“Being able to identify, understand, and respond to rapidly changing expectations is business critical during the pandemic, and long after it. The fact that preferences toward the message and the medium have changed and yet the importance of actions remains hugely important reveals brands cannot afford to stand still in how they engage consumers. As we move forward through the pandemic preferences and attitudes will continue to shift. This is why it is hugely important businesses use technology like Qualtrics to have an “always on pulse” of consumer sentiment and behavior tracking. Insights delivered by Qualtrics help identify the lead indicators businesses need to design and deliver the brand communications and experiences people want, and which ultimately cultivate the trust needed to succeed,” said Lisa Khatri, research and brand experience lead for Qualtrics in APJ.