Adobe Experience Index Insights on Japanese Consumer Expectations

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Adobe Experience Index (Japan): Consumer Experience Expectations Score &
Insights
MCI | Taylor Schreiner | April 2019

ADOBE EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS INSIGHTS
Executive Summary
2
Experiences tenets on average
are 54%.
• Very similar to scores from
the US, UK and AU (and
consistent year over year)
• “Know Me and Respect Me”
amd “Delight Me at Every
Turn” have higher marks
• Consumers are more critical
when things are broken or
don’t meet their expectations.
“Speak in One Voice” and
“Make Technology
Transparent” came in lowest.
Experience scores are highest
among P18-24
Consumers think technology
will improve their lives but
have concerns.
The most exciting future
innovations delight in the real
world.
• Enhance real world
experiences (e.g., museum
visits, retail stores) most
impressed consumers.
• Future innovations had
higher scores than last year
implying expectations are
lower (note: this is contrary to
other countries).
• Most negative experience
scores revolve around lack of
understanding of policies
(e.g. ongoing fees, hidden
fees, returns or cancellation)
Addressing needs – either
support or future – represents
the biggest area for
improvement.
• Consistent with last year,
across all four industries,
Retail, Travel & Hospitality,
Media & Entertainment, and
Financial consumers gave
companies low marks in
terms of delivering good
customer support and ability
to anticipate information
needs.
• These higher scores are
driven by “Know Me and
Respect Me” and “Speak in
One Voice”
• In other markets, experience
scores increased with age,
but not in Japan
• High concern in privacy and
that jobs will be eliminated by
automation (greater year
over year)
• Majority want personal
service, but can also be
delighted by automation

Why Does This Matter?

EXPERIENCE INDEX (Japan): CONSUMER RETAIL EXPERIENCES BY YEAR
Challenges abound with user experience and customer care; 3 in 10 have
abandoned a cart as a result
4
Data Source: Japan Consumer Experience
Expectations Survey 2019. April 2019 n =
31%
5%
11%
14%
23%
28%
0% 10% 20% 30% 40% 50% 60%
I abandoned a cart because the purchase process was
too time consuming/complicated
I received a faulty product and the company wouldn't
honor their return policy
Company sent me the wrong product
Company couldn't answer a simple question about their
product or service
Company never got back to me on an inquiry
I had to re-input info when engaging with a retailer on a
second platform
Consumer Retail Experiences by Year - Japan

EXPERIENCE INDEX (Japan): CONSUMER RETAIL EXPERIENCES BY YEAR
P35+ less likely to hear from customer service; P18-34 more likely to abandon
a cart
5
30%
4%
10%
14%
25%
27%
35%
6%
14%
12%
19%
31%
0% 10% 20% 30% 40%
I abandoned a cart because the purchase process was
too time consuming/complicated
I received a faulty product and the company wouldn't
honor their return policy
Company sent me the wrong product
Company couldn't answer a simple question about their
product or service
Company never got back to me on an inquiry
I had to re-input info when engaging with a retailer on a
second platform
Consumer Retail Experiences by Age - Japan
18-34 35+

EXPERIENCE INDEX (Japan): ACTIONS TAKEN AFTER BAD CUSTOMER EXPERIENCE
P18-34 more likely to tell people or post about a bad experience; 1 in 5 stop
purchasing from the company
6
22%
31%
11%
21%
9%
14%
42%
16%
23%
14%
20%
7% 7%
49%
0%
10%
20%
30%
40%
50%
60%
Told friends
about it
Told a family
member about it
Complained
directly to the
company
Stopped buying
from that
company
altogether
Posted a review
of the company
on a review site
Posted about
the experience
on social media
None of the
above
Actions taken after last bad online customer experience: Japan
18-34 35+

Overall Consumer Experience Index Scores

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE
Consumers indicate experiences have significant room to improve
8
Tenet
Consumer Experience Expectations
Score
Know Me & Respect Me 58 / 100
Delight Me at Every Turn 55 / 100
Make Technology Transparent 51 / 100
Speak in One Voice 52 / 100
Japan Overall Score: 216 / 400
• Consumers rank experiences at an average of 54% of potential score
• Experience breakers are more impactful than experience makers as consumers tend to penalize an
organization when it fails to execute successfully.

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE 2018 vs. 2019
Consumers Expectations are Very Consistent Year Over Year
9
Tenets Ranking are the same as the US
Out of 100 total possible points
54
59
51 50
55
58
51 52
0
10
20
30
40
50
60
70
80
90
100
Delight Me At Every Turn Know Me & Respect Me Make Technology
Transparent
Speak in One Voice
Consumer Experience Expectations Score - Japan
2018 2019

Generational Differences

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS OVERALL SCORE BY AGE RANGE
Consumers 18-24 have the highest experience index scores.
11
Know Me and Respect Me and Speak In OneVoice drive scores for P18-24
Expectations Survey 2019. April 2019 n = 1,003
225
216 218 213 213
100
120
140
160
180
200
220
240
18 to 24 25 to 34 35 to 49 50 to 64 65+
Consumer Experience Expectations Score by
Age - Japan
0
10
20
30
40
50
60
70
Delight Me At Every
Turn
Know Me & Respect
Me
Make Technology
Transparent
Speak in One Voice
Consumer Experience Expectations Score -
by Tenet and Age - Japan
18 to 24 25 to 34 35 to 49 50 to 64 65+

Technology Sentiment

Technology RisksHuman vs Machine
EXPERIENCE INDEX (Japan): TECHNOLOGY INTERACTION OPINIONS
Consumers want personal service and believe technology will improve our
lives, but are concerned about privacy
13
Technology Improving Life
!
57%
23%
69%
58%
69%
64%
8%
27%
8%
10%
6%
9%
0%
20%
40%
60%
80%
Whether in store or online,
businesses should provide
personal service
I prefer to interact with a
human rather than a computer
Technological innovations will
improve our lives
If done well, a completely
automated interaction with a
company can still delight me
Technology today puts my
private information at risk
Automation is going to
eliminate too many jobs
Consumer Preference on Automation, Technology, and Personal Interactions: Japan
Agree Disagree

Technology RisksHuman vs Machine
EXPERIENCE INDEX (Japan): TECHNOLOGY INTERACTION OPINIONS 2019 vs. 2018
More confidence that technology will improve lives and automation can be
delightful year over year, but also greater concern about automation taking
jobs
14
Technology Improving Life
!
54%
27%
64%
51%
73%
37%
57%
23%
69%
58%
69%
64%
0%
20%
40%
60%
80%
Whether in store or online,
businesses should provide
personal service
I prefer to interact with a
human rather than a computer
Technological innovations will
improve our lives
If done well, a completely
automated interaction with a
company can still delight me
Technology today puts my
private information at risk
Automation is going to
eliminate too many jobs
Consumer Preference on Automation, Technology and Personal Interactions by Year - Japan
2018 2019

EXPERIENCE INDEX (Japan): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE
Consumers see the benefits of technology in their lives; Very little desire to
interact with a human
15
Personal vs. Automation
• P35-49 most convinced that technological innovations will improve their lives
• Lowest desire to interact with a human across all countries
62%
70%
73%
69% 68%
0%
20%
40%
60%
80%
100%
18 to 24 25 to 34 35 to 49 50 to 64 65 or above
% Agreement: 'Technological innovations
will improve our lives' by age - Japan
32%
22%
25%
19%
23%
0%
20%
40%
60%
80%
100%
% Agreement: 'I prefer to interact with a
human rather than a computer' by age - Japan

EXPERIENCE INDEX (Japan): TECHOLOGY INTERACTION OPINIONS BY AGE RANGE
Personal service is required for older consumers; Those 25-49 most likely to
be delighted by automation
16
Personal vs. Automation
• 2 in 3 P50+ interested in personal service
• Only half of those 50+ can be delighted by automated interaction
52% 50% 51%
63% 65%
0%
20%
40%
60%
80%
100%
% Agreement: 'Whether in store or online,
businesses should provide personal service'
by age - Japan
56%
66% 63%
51% 51%
0%
20%
40%
60%
80%
100%
% Agreement: 'If done well, a completely
automated interaction with a company can still
delight me' by age - Japan

Innovation and Experience Makers & Breakers
17

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Innovations: Consumers more impressed with future innovation year over
year.
18
Expected Impressed
1,003
37
39
40
42
42
42
33
37
36
40
39
40
0 10 20 30 40 50 60 70 80 90 100
Smart prescription bottle
Studying language
Government interaction automation
Lunch phone bump
Smarrt stores: no check-out lines
Synced vehicle touch screens at drive-through
Futuristic Innovation Experiences: Japan - Total Score By
Year
2018
2019

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TYPE
Top Experience Makers (Positive): Consumers are most impressed by
experiences that that delight them in real life.
19
Hotel app let's me check in and use app as keycard
Use app to order food at stadium and have it delivered to my seat
Airline app lets me skip check-in lines
Expected Impressed
Average Positive
Score
43
43
42
0 20 40 60 80

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY TASK
Worst Experience Breakers (Negative): Japan consumers find unexpected
cost situations and bad movie streaming to be the biggest experience
breakers.
20
Angry Annoyed
Return policy costs me more to send product back than to keep it
Unable to watch movie due to slow internet, no way to contact company
Find out that ongoing service is extra cost
Average Negative
Score
60
56
53
0 20 40 60 80

EXPERIENCE INDEX (Japan): CONSUMER EXPERIENCE EXPECTATIONS SCORE BY AGE RANGE
P35+ are more impressed by automatic rebooking and yearly travel summary
videos; Younger consumers more enthusiastic about tracking and
recommendations.
21
Impressed
Expected
44
33
48
41
53
40 39
28
0
10
20
30
40
50
60
70
80
90
100
Received email apology and rebooking
after flight delay
Yearly video summary of all of my travels
that I can share
Financial institution proacively
recommends investment opportunities
Ttext message alerts when package is
ready for shipping, where it is in the
shipping process, and when it has been
delivered.
Consumer Expectations Scores: Generational Differences Japan
18-34 35+

Experiences by Industry
22

23
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE BY INDUSTRY
Similar to last year, consumers rate customer service and anticipation of
information lower across all industries.
60%
65%
43% 41%
51%
40%
0%
20%
40%
60%
80%
100%
Accessing
content via
online app
Accessing
content via
Website
Customer
service via
chat or
phone
Anticipate
information
that's
needed
Ease of
check out
Return
policies
Consumer Ratings for Good Retail
Experiences: Japan
59%
66%
48%
42%
55%
46%
0%
20%
40%
60%
80%
100%
Accessing
content via
online app
Accessing
content via
Website
Customer
service via
chat or
phone
Anticipate
information
that's
needed
Ease of
check out
Cancellation
policies
Consumer Ratings for Good Travel &
Hospitality Experiences: Japan
59% 59%
41% 40%
51%
38%
0%
20%
40%
60%
80%
100%
Consumer Ratings for Good Media &
Entertainment Experiences: Japan
57% 54%
40%
35%
49%
0%
20%
40%
60%
80%
100%
Accessing
content via
online app
Accessing
content via
Website
Customer
service via chat
or phone
Anticipate
information
that's needed
Ease of check
out
Consumer Ratings for Good Financial
Services Experiences: Japan

EXPERIENCE INDEX (Japan): IMPROVEMENTS ACROSS CATEGORY BY AGE
What’s Better?: Younger consumers have seen more improvement in
customer experience across categories
24
1,003
56%
46%
59%
57%
49%
40%
50%
48%
0%
10%
20%
30%
40%
50%
60%
70%
Video content Banking eCommerce Booking travel
For which of these types of purchases have you seen the most improvement in
the past two years in terms of providing the ideal customer experience - Japan
18-34 35+

Appendix
25

EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey 2019 Methodology
(Japan)
As Internet panel sample was used for this study, the sample was not drawn from the population using probability sampling; thus, a margin of error is not reported (margin of error accounts for
sampling error). If the data had been collected using a probability sampling method, the margin of error would be +/- 3.1% 19 times out of 20. Given this sampling approach, the outcomes of the
statistical tests reported reflect results as if performed on data collected using probability sampling.
Survey Date
Range:
Survey Sample: Survey Format:
Conducted in April
2019
1,003 Japan adults
18 or older who
owned a qualifying
device.
Online survey regarding
preferences and
expectations for digital
experiences in the Retail,
Travel & Hospitality, Media &
Entertainment, and Financial
Services industries.
Respondents answered
questions for up to 2
industries

Positive Reaction
Negative Reaction
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SURVEY
Consumer Experience Expectations Survey Scoring Methodology
27
Experiential Questions
Good
Experiences
Bad Experiences
Response Point Allocation per Question
Strong
Mild
Neutral
Neutral
Mild
Strong
• Consumers were given serval possible
actions they could take when faced with a
number of positive and negative
experiences they might face.
• There responses were organized in a scale
that captured their reaction from strong
positive to strong negative.
Points given based on
strength of response.
No points are given for
having the least
positive response “as
expected”.
PositivityScale
Final Score is a
composite of the
Positive and Negative
Scenario Scores within
each Tenet to produce a
score out of 100
possible points per
tenet, for a total of 400
possible points

Sentiment Question Vertical Score
Negative
I visit an online retailer's website from my mobile phone but I can't zoom in on the product to see it very clearly. Retail 86
I never intended to go paperless but my financial institution defaulted to not sending me paper statements so I had to make a phone call to get it
switched back. Finance 75
I try to use voice search on my television set, but the voice search only works with my television, but not with the app. M&E 75
I pay full price for an item that requires ongoing service from the company, only to find out afterwards that the ongoing service is an extra monthly fee. Retail 53
Positive
I arrive at my hotel and the hotel's mobile application which is installed on my phone pops up to ask if I want to check in. I check in, get my room
number and an electronic key appears which lets me access the elevator and room without needing to go to the front desk.
Travel &
Hospitality 43
I able to order food at a stadium from my mobile phone and it is delivered directly to my seat. M&E 43
I use the airline mobile application on my phone to check in for my flight and use the electronic boarding pass with security and to board the plane,
skipping all the check in lines.
Travel &
Hospitality 42
While shopping in a large home improvement store, I use voice technology to ask my phone where to find a product. It gives me a map inside the store
with step-by-step directions to find what I was looking for. Retail 41
I visit a museum and download a mobile application. When I point the phone at anything in the museum it will tell me about the artifact using the
phone's camera and a superimposed augmented reality tour guide that I can interact with just like a real tour guide. M&E 41
I use a wearable device (or smart watch) at a theme park to gain access to shows, attractions, save my place in lines and other park activities of
having to identify myself or carry a key. M&E 38
I no longer need to remember a password or set up my fingerprint because my financial institution recognizes my voice automatically. Finance 38
I am able to have my luggage scanned at the airline and receive frequent updates as to where it's at, when it's been loaded, and when it's arriving at
the baggage claim area at my destination.
Travel &
Hospitality 37
I am able to take a picture of a check and instantly deposit it using my mobile banking application. Finance 34
I am able to file my taxes entirely from my mobile phone. Finance 32
I make an unusual purchase and I receive a text asking me to confirm that the purchase was legitimate - rather than the bank suspending my card. Finance 31
I use my ski company's mobile application to track all my day's activity, and to consult the map to see where my friends and family are and to alert my
friends and family where and when to meet up.
Travel &
Hospitality 30
A friend visits who likes to watch a particular television show and wants to catch the latest episode. I use my Internet connected television to quickly
find and play the new episode by talking into the remote controller. M&E 30
EXPERIENCE INDEX: CONSUMER EXPERIENCE EXPECTATIONS SCORE
Delight Me at Every Turn
28

Know Me & Respect Me
29
Negative
I open my favorite car rental company mobile application and have to remember my frequent traveler number in order to log in.
Travel &
Hospitality 84
I shop on an online retailer's website on my mobile phone, but the website contained no recommendations for me based on my previous visits. Retail 82
The recommendation engine on a streaming service suggests videos rated as 5 stars and says they are customized to me, but I usually don't like the
suggestions. M&E 80
Positive
When I enter my hotel room, my profile preferences on the hotel's mobile app interact with the room to set the alarm, curtains, food preferences and
television programming automatically.
Travel &
Hospitality 41
An online retailer recognizes me as a high value, repeat customer and provides a loyalty program that provides custom recommendations and
proactively sends me samples to try which I can return whenever I want to simply by putting the return box on my porch. Retail 41
I get faster access to lines and events because the company recognizes me as a loyal customer based on how many events I have attended recently. M&E 40
I receive a yearly video summary with details of all my year's traveling and pictures that I posted through a travel oriented mobile application that I can
share with my family and friends on social media.
Travel &
Hospitality 38
As a regular customer, I get access to products in danger of selling out before other buyers do. Retail 37
My travel booking site uses my travel history and a link to my electronic calendar to send me alerts about travel I might want to book - it finds the
lowest prices for a flight, hotel or car rental and notifies me if any lower price is available after I've already booked.
Travel &
Hospitality 36
I receive an email at the end of the year with links to a summary file that contains all the paperwork I need to complete my taxes. Finance 36
My music service proactively introduces me to a great new musician that it used artificial intelligence to determine I'd like. M&E 32
When I log in to rent a car, the company knows which size and style of car I prefer, and makes recommendations for me.
Travel &
Hospitality 30
My financial institution proactively recommends investment opportunities that are suited to my income and investment portfolio. Finance 29
I receive alerts for new content that I might like or for new episodes of a series that I am watching. M&E 27
When I log into my bank's website, I am taken to my most visited page right after I log in. Finance 26

Negative
I'm unable to transfer money between accounts on my mobile application so I have to call and wait on hold or visit the bank. Finance 78
I have to call my bank to manually reset all of my mobile banking app log-in information when I get a new phone, despite the fact my profile has stayed
the same. Finance 78
I pre-order food using a coffee shop's mobile app but when I arrive they don't have my order ready and I have to wait just as long as everybody else.
Travel &
Hospitality 77
I order a product online that I thought was coming from the company whose site I was on but it comes from a company outside the United States and
takes several weeks to be delivered. Retail 72
I stay at a certain hotel chain regularly. My online profile is set up for automatic check out with email of my bill, but the hotel didn't email me my invoice.
There is no way online to request an invoice be sent so I have to call the hotel to get it.
Travel &
Hospitality 69
After paying to rent a movie online, I am unable to watch it because of an unexpectedly slow internet connection. My rental time period expires and
there is no way to alert the company that I had a technical problem. M&E 56
Positive
I can listen to any song I want, from any device, using simple voice commands. M&E 35
I complete a car insurance claim entirely from my mobile phone without having to call my insurer or schedule a visit from a claims adjuster. Finance 34
I am able to use an application on my mobile phone to request a private driver to take me anywhere, which automatically bills my credit card on file and
sends me an email receipt.
Travel &
Hospitality 34
I log into insurance accounts and look at all my policies in one spot, view identification cards which I can access on my mobile application if needed,
and make changes like adding a new car to the policy without having to ever call or visit an agent. Finance 30
I am able to purchase tickets and select seats for a movie theatre using only my mobile phone. M&E 29
I am able to set up multiple devices to access my content easily with just a quick email authentication. M&E 29
I purchase a product or service online using a one-click format, that automatically ships the product to my address. Retail 27
I can ask my smart home device to purchase a product online for me. It arrives at my door with no other effort. Retail 27
Make Technology Transparent
30

Negative
I fill in an extensive online loan approval questionnaire and receive approval, but was then told I needed to call a phone number that had a 10 minute
hold time to complete the process. Finance 80
I input all of my information in my online profile including my mobile phone number but when I call my bank from my mobile phone, they still ask me to
repeat all of the information in my profile. Finance 80
I go into the cable company store where I'm told there is a 20 minute wait in order to exchange my cable box for a new one, and there is no way to
exchange equipment via the website. M&E 77
I buy a concert ticket online and then realize because of all the extra online service fees it was cheaper to buy it at the gate. M&E 72
I book a travel package (hotel, cruise, etc.) and find out after I've paid that it is non-cancellable, a fact that was not highlighted during the purchase
process.
Travel &
Hospitality 61
I buy an item online at a mass merchant and need to return it. I find out the return policy is different because it was a marketplace seller, and it will cost
me more to send it back than to keep it. The fact that there is a different return policy was not highlighted during purchase. Retail 60
Positive
There is a problem with my hotel and I use Twitter (social media) to reach the company as soon as I get into my room. The company responds
immediately and sends help.
Travel &
Hospitality 39
A flight was delayed, and before I even land I am rebooked and receive an email apology.
Travel &
Hospitality 37
When I contact customer service about a problem with my order, I chat with a program called a chatbot that uses artificial intelligence to anticipate my
questions and quickly solve the problem. Retail 32
I have a question about a bank charge, and am able to resolve it using the self-help system my financial institution created without having to speak to
anybody on the phone. Finance 30
I order a product online and the company informs me via text message when my package is ready for shipping, where it is in the shipping process, and
when it has been delivered. Retail 28
Speak in One Voice
31

Futuristic Innovation Experiences
32
Positive
My grocery store doesn't have check out lines. Instead, everything I buy is automatically scanned by my mobile phone and charged to my credit card.
When I am done shopping, I can just leave. All 42
As I enter a drive-through restaurant, the computer in my vehicle automatically syncs with the drive-through and allows me to enter my order through
my vehicle's touch screen. All 42
A friend and I go out for lunch. She pays, but I can bump phones with her to quickly transfer her my share of the bill. All 42
When I change the address on my driver's license, I am asked if I want to update my details on the voter registry and for any other government
services I am using. The information is automatically forwarded to all government departments and my new card arrives in the mail. All 40
I'm studying a new language online. The words and phrases I am learning adapt to my progress, reviewing when I need it, or progressing when I have
mastered. All 39
My daily pills are contained in a smart bottle. If I forget to take my dosage, I receive a text alert. All 37

HEX Codes
34
#160A36 #19A8AD #E98D8B#160A36 #19A8AD #DF5275 #587F9A #9ACFC1
Red 30
Gree
n
15
Blue 70
Red 12
Gree
n
181
Blue 187
Red 239
Gree
n
160
Blue 156
Red 232
Gree
n
107
Blue 136
Red 106
Gree
n
146
Blue 170
Red 169
Gree
n
215
Blue 204

Adobe Experience Index Insights on Japanese Consumer Expectations

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