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Indians Seek Personalized Customer Experiences The Most, Says a New Study by Adobe

The top three experience-breakers for Indian customers are hidden fees after purchase, no cancellation policies for travel packages and different returns policies for marketplace sellers

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Adobe Acrobat Reader. Pixabay

People in India have the highest requirement for personal services in the world with 82 per cent Indians demanding offline as well as online personalized experiences, a new study by software giant Adobe said on Wednesday.

The “Adobe Experience Index 2019” that surveyed 1,000 adults found that while two out of three people in India prefer human interaction over interacting with machines, a majority of 79 per cent people are happy to have automated experiences — especially younger consumers with 84 per cent people aged between 25-34 years.

On the other hand, brand-loyal older Indians — aged between 50-64 years — are more likely to agree that brands already know and respect them. They feel brands make technology transparent to them.

“In the past few years, India has seen competition across brand categories intensify, with businesses giving their consumers more choices than ever before. Therefore, Indians having the highest expectations across the world when it comes to personalised customer experiences does not come as a surprise,” said Sunder Madakshira, Head, Marketing, Adobe India.

The study highlighted that customer respect and personalisation are important criterias of brand interaction, even for the Gen Z consumers.

The headquarters of Adobe Systems in San Jose, California
The headquarters of Adobe Systems in San Jose, California. Wikimedia Commons

If these expectations are not met, it could impact businesses’ bottom line, with one in four consumers abandoning their cart as a result of having challenging user experience and customer care.

While Indian consumers are impressed with the potential for automation at smart stores, the study said that 18-24 years old Gen Z are less convinced that technological innovations will improve their lives.

And just as good user experiences are seemingly earning brands brownie points, bad experiences also leads to one in three consumers over 35 years of age saying that they would stop purchasing from the company altogether.

Also Read: SMBs Adopting New Digital Technologies Faster: Google India

The top three experience-breakers for Indian customers are hidden fees after purchase, no cancellation policies for travel packages and different returns policies for marketplace sellers.

“In order to succeed in this experience age, businesses need to be aware of what their consumers want and aim towards delivering personalised, seamless experiences in real-time,” Madakshira added. (IANS)

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More Indians Getting Fatter but Fewer Undernourished

Meanwhile, there was a drop in the number of undernourished Indians from 253.9 million in 2004-06 to 217 million in 2010-12

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The number of obese adults has gone up in India from 24.1 million in 2012 to 32.8 million in 2016. Pixabay

More Indians are getting fatter but fewer are undernourished as the nation goes from lessening the impact of hunger to developing the new health issue of obesity, according to the Food and Agriculture Organisation.

The number of obese adults has gone up in India from 24.1 million in 2012 to 32.8 million in 2016, according to The State of Food Security and Nutrition in the World 2019 report released on Monday.

Meanwhile, there was a drop in the number of undernourished Indians from 253.9 million in 2004-06 to 217 million in 2010-12, and 194.4 million in 2016-18, according to FAO reports.

The number of Indian children under five years who were overweight was 2.4 million last year, while 46 million were stunted, according to the report.

Indians, Fatter, Undernourished
More Indians are getting fatter but fewer are undernourished as the nation goes from lessening the impact of hunger to developing the new health issue of obesity. Pixabay

Globally the number of obese adults has gone up from 563.7 million in 2012 to 672.3 million in 2016, the report said.

FAO Director-General Jose Graziano da Silva said at the news conference releasing the report that obesity was a growing problem worldwide, becoming almost an epidemic especially among children. The globalcosts related with the problems associated with obesity is about $2 trillion, almost as much as the price tobacco exacts in health and other costs, he said.

He said countries will have to control the obesity problem through taxation of sugar, fat and salt, providing healthier foods, and ensuring that consumers get the right information about food products.

Children should be given fresh food and healthy breakfasts instead of cereals with high sugar content, he added.

Also Read- Researchers: Video Games can Help Children Evaluate, Express and Manage Emotions

The report said that an increase in the unemployment rate in India has possibly increased food insecurity, which is lack of consistent access to food with people being forced to reduce at times the amount they consume.

Food insecurity has increased in Southern Asia “from less than 11 per cent in 2017 to more than 14 per cent in 2018”, the report said. “This possibly reflects an increase in the unemployment rate in India between 2017 and 2018”.

“In the Indian Himalayas, economic slowdown coupled with natural resource depletion and climate change negatively impacted on food production and employment opportunities. This resulted in increased threats to food security due to lower purchasing power,” it added.

The number of undernourished people around the world has come down from 947 million (14.5 per cent of the global population) in 2005 to 821.6 million (10.8 per cent) last year. But it has been rising slowly since 2010, when it was down to 785.4 million (10.6 per cent), mainly because of the situation in Africa. (IANS)