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Smartphone seen as complicated electronic device
"The inability to understand the product setup process was cited as the primary reason consumers returned their Smartphone," said Kevin Wood, VP and Senior Technology Analyst with Opinion Research Corporation.
Electronics are popular holiday shopping gift
"Electronics technology continues to be a very popular choice among holiday shoppers, with 34% of the US population above the age of 16 claiming to have purchased and/or received an electronic technology product during the holiday season," said Manuel Flores, Director of Opinion Research Corporation's Information Technology and Telecommunications practice. "With technology getting more sophisticated, the pressure is on customer experience managers, product managers and product marketing personnel to design products that are ready for consumers to use out-of-the-box."
Easy setup and easy use is requirement
"Irreparable damage to a brand's reputation and perception of the company itself is at stake when a product is not easy to setup and use," Wood added. "Nearly 16% of the respondents we surveyed indicated that their poor setup experience significantly worsened their perception of the company that manufactured the product."
Discussion about poor customer experiences
Opinion Research Corporation (ORC), in partnership with Market Basics LLC, will be hosting a roundtable discussion with a panel of ORC's global technology experts on the implications of poor customer experience with set-up or installation and the impact this has on product and/or brand consideration and preference."
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