Buying and using shiny new technology is one thing but what happens to these customers when things go wrong and they need help? Not all companies are cutting it in the customer service department.
A study by LogMeIn and Ovum reveals that what users expect from customer service and what they actually get are poles apart.
With so many ways to seek support – phone, SMS, web, chat, social media and email – customers have come to expect a faster response if they are having issues with their product or service.
But, according to the survey, the reality is 48 per cent of customers believe the task of reaching the right representative to talk has become even harder in the last two years.
And the bad news for companies is that 76 per cent of customers have stopped doing business with a brand following a bad customer service experience.
In Australia and New Zealand, 59 per cent of customers said they use the web to look for information before contacting customer service.
The use of email and live chat has doubled in the last two years with contact centres needing to improve their ability to handle non-voice interactions and provide a quick resolution.
“This study confirms that customers are increasingly using digital channels for support, especially if they know they can get faster resolutions and responses,” said Aphrodite Brinsmead, Senior Analyst at Ovum.
“It also indicates that businesses need to adapt their service tools to match customer needs and improve access to live agents.
“By optimising online support and guiding customers to the right channel for their issues, businesses will be able to improve resolution rates and customer satisfaction.
“Today’s highly mobile customers are empowered to seek out support from multiple touch points and have come to expect a response through those channels in minutes, let alone hours.”
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