For many companies, Net Promoter Score (NPS) has become an integral metric when assessing customer loyalty. But in many instances, brands and service providers have yet to embrace the technologies that would allow them to engage consumers, strengthen relationships, and boost NPS. While they recognize the importance of these emerging channels, most companies have yet to employ them proactively and effectively.
Amdocs' "Understanding the Drivers of Net Promoter Score" global customer survey explores the link between proactive care tools, customer satisfaction, and call center traffic. Conducted in association with Coleman Parkes, the study found that the majority of customers are more likely to recommend their service provider if they receive relevant, proactive notifications and have simple self-service apps on their mobile devices. The survey, which polled 4,000 smartphone owners in North andLatin America,Europe, theMiddle East,Africa, and theAsia-Pacificregion, highlights that, apart from increasing customer satisfaction, such measures could also decrease call center traffic and reduce costs.
The following statistics examine how customers perceive their service providers today and the benefits that an improved online experience can have on customer loyalty tomorrow:
- Of those surveyed, 65 percent said their service provider doesn't know them and fails to provide personalized service during interactions. Only 17 percent said they receive a consistent response from their service provider across channels.
- Seventy-two percent of consumers have attempted to purchase a product or service online, but difficulties caused 51 percent to abandon their purchases. Seventy-nine percent said they would be more likely to complete an online purchase if they could switch between channels to continue transactions.
- While 84 percent of consumers said they would be more likely to recommend a service provider who's able to identify and preemptively resolve potential issues, 83 percent said they would be more likely to recommend their provider if they were offered easy-to-use and consistent self service via their mobile devices.
- Eighty-three percent of those polled said they would follow proactive notification instructions to resolve their individual issues instead of calling the contact center, while 76 percent would rather use a mobile app than call the contact center.
- For 73 percent of consumers, present proactive notifications aren't useful, with 24 percent of all notifications resulting in a call to the contact center, thereby increasing costs, not reducing them. Consequently, 79 percent of those polled would start ignoring all future proactive notifications if they continue to receive irrelevant notifications.
Key takeaway: By not yet delivering consistent, personal service, brands and service providers leave customers feeling anonymous across channels. Service providers fail to tailor their customer experience to the individual, thereby missing the opportunity to improve loyalty and reduce churn. For instance, mobile devices continue to offer lackluster interactions in a world where customers want easy-to-use self-service options at their fingertips. By failing to engage customers successfully at every touchpoint, these service providers limit their chances to cultivate trust and strengthen loyalty, all while increasing NPS and reducing the burden on the call center. Service providers must look to the customer experience as their source for success, for customer satisfaction has the power to drive down costs and build up reputation.