Tightening the Consumer Satisfaction and Service Delivery Link

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A new report reveals consumers' current perceptions of customer service and ways in which contact centers can improve future service interactions.
Customer Service

Connected consumers always have an array of communication channels at their fingertips, allowing them to interact with brands on multiple platforms simultaneously. However, contact centers have yet to meet consumers where they work and play, creating lackluster service experiences that jeopardize loyalty.

LogMeIn's recent "Where Contact Centers Are Missing the Mark with Customer Care" report pinpoints how the average connected consumer engages with companies and how contact centers can capitalize on emerging behaviors. Conducted in partnership with Ovum, this study polled 315 contact center managers and 400 consumers to establish how customers choose to interact with service agents and what contact centers must do to satisfy these evolving preferences. Overall, 76 percent of consumers have stopped doing business with a company following a poor customer experience, emphasizing the immediacy behind contact center and service strategy improvements.

The following statistics reveal consumers' current perceptions of the customer service space and ways in which contact centers can pick up the slack to improve future interactions:

  • Sixty-four percent of those polled want easier access to representatives, 48 percent seek faster agent response times, and 29 percent long for simplified customer experiences.
  • Consumers typically gravitate toward email (76 percent), calls from landlines (71 percent), and calls from mobile (42 percent) when reaching out to businesses for customer support. However, nearly 50 percent of all interactions now derive from Web and mobile channels.
  • While 61 percent of consumers take to the Web to find information before calling an agent, only 11 percent successfully rectified their issues using websites and FAQ pages, and only 5 percent resolved their particular issue through social media.
  • If consumers knew they could find the resolution to their issues on the first try, more than 70 percent would choose another channel over phone since, on average, it takes two interactions before consumers finally receive the desired resolution.
  • Respondents are frustrated by long wait times and the lack of access to live agents, as 48 percent believe that the ability to reach the right representative has worsened over the past two years, and 43 percent think automated telephony systems are annoying. Overall, those surveyed expect a response to chat and phone queries within four minutes.
  • Seventy-six percent of contact centers already track customer satisfaction, while 28 percent will prioritize response time improvements and invest in Web and mobile tools this year.
  • More than 20 percent of contact center managers will invest in live chat in 2015, for the number of consumers using this channel has doubled from 14 percent to 28 percent in two years.

Key takeaway: While consumers are clearly open to technological advancements, many are still reluctant when it comes to the Internet of Things. More than 50 percent of those polled don't believe it's necessary or would be uncomfortable connecting their devices. However, 25 percent of respondents would do so if they knew they could resolve technical issues faster, as 58 percent want to improve resolution rates and 43 percent want to understand such problems without speaking to an agent. Remote access to customer products would also allow contact center managers to optimize field service by knowing exactly what part of the product failed (67 percent), chat directly with the customer through the device (65 percent), and remotely diagnose device issues (63 percent). Ultimately, consumers seek quick resolutions and the ability to connect with live agents when they need urgent, personalized service. Therefore, by proving the value of the Internet of Things and demonstrating the benefits for everyone involved, contact centers now have the opportunity to expand their reach and usher in a new era of customer service efficiency.

EXPERT OPINION
EXPERT OPINION