A recent Customer Experience Survey, with over 500 participants, unveils some interesting facts about customer behaviors and expectations.
While 70% of the participants have the most contact with their Telecom providers (TV, phone, internet), companies like Comcast, AT&T and Verizon were ranked high in the top 10 companies cited for worst customer service. Ironically, the worst customer service is delivered by the most contacted companies.
So… why are companies not taking better care of their customers if it affects their bottom line- ?
While traditional contact methods are still ranked highest, mobile, interactive and social media channels are gaining popularity.
· 86% still prefer phone support as the main contact channel with the company;
· 54% expect email support;
· 45% an interactive website;
· 39% live chat;
· 20%mobile apps.
Data points to the evolving expectations of the customer. Although phone support is the most preferred contact channel, customers still expect an a variety of fast connection alternatives with the company while on the go.
In fact the, more connection possibilities a company offers, the better the customer regards its customer service:
For 47 % of the responders, having several connection alternatives positively affects their perception of the company’s customer service.
Yet, the problem lies not in the variety of communication channels provided to compliment traditional phone support, but in their lack of continuity when the customer eventually reaches the call center.
If the agent is struggling to retrieve the relevant data from a complex web of applications your customer just spent 10 minutes on, then he’s not getting quick and efficient service.
When the transition between one touch point to the next requires redundant data entry and the need to repeat information –the company is risking losing customers as well as revenue.
Companies should seek to adopt innovative connectivity solutions that provide easy-to-use, self-help options and still support the traditional call-in methods when needed.
Technologies that are addressing the need for usability, timeless and seamless work processes include, Live Chat, mobile apps, Visual IVR, enhanced websites, and adoption of social media management.
[About the author] Dylon Mills is the Director of Marketing Content Strategy & Development at Jacada. As such, Dylon’s main responsibilities are to strategize, create and deliver content for Jacada’s product portfolio that align with the global Go-To-Market strategy, corporate positioning, and marketing campaigns. Dylon’s prior work experience includes Product Management at one of the top Fortune 500 Technology companies, Symantec Corporation. Outside of work, Dylon enjoys problem-solving and any project that includes building/tinkering with tools. Dylon holds a BS Consumer Economics from the University of Georgia.