According to a new survey, inContact Customer Experience Transformation Benchmark Study, with research by MaritzCX, consumers are not getting the “fast resolution” they demand. Responses to the survey demonstrate the critical need for companies to improve their cross-channel customer experience, revealing that less than half of customers are satisfied with their experience, regardless of communication channel.
Consumers have come to expect the ability to communicate with companies any time, anywhere and with any device. This is the only research study that measures actual consumer experiences including satisfaction, loyalty and advocacy, by communication channel, says the report.
Consumers reported their perceptions for where companies are falling short, how technology is affecting service, and consumer preferences for channels and methods of communication. The results confirm that delivering excellent omnichannel customer service continues to be a major business pain point, revealing key areas where companies are not meeting consumer demands:
The study revealed that speaking to a live person is still the most preferred way to deal with customer service, says the report. According to the results, IVR and email have the lowest consumer performance ratings and elicit the strongest emotions of anger, disgust and frustration, says the report. Consumers reported that these channels are less personalized, slow, and do not provide complete information. Specifically, the survey revealed that email is the least effective method of resolution, with over one-third reporting the issue as ‘still ongoing’ or ‘nothing more the company can do.
“Calling the company to speak with a live rep” dominates interactions, accounting for two-thirds of all points of contact with companies:
Top suggestions for improving service experiences, regardless of channel, center on quicker response time, better customer service, and making it easier/faster to get the problem resolved
Paul Jarman, CEO at inContact, says “… even as we make incredible advances in technology and automation… companies are still struggling to deliver consistent, excellent customer service across all touchpoints… to stay competitive, businesses today need to win every interaction with their customers…”
inContact surveyed more than 700 consumers who had experienced a customer service interaction in the past three months. Data was collected between March 1 and 23, 2017. For more information and to download the full research report, please visit here.