Consumers Believe Good Customer Experiences Aid in Decision-Making

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Customer Experience
Customer Experience
Though customers frequently share their opinions and frustrations online, very few expect their actions to elicit a response or resolution from the service provider in question.

While today's consumers have the ability to share their customer experience stories via numerous channels, their comments don't always trickle down to the brand or service provider at hand. Through word-of-mouth, blogging, and social media, consumers hype their positive experiences and criticize their negative experiences, yet they rarely expect any given company to respond to their compliments and complaints in a proactive manner.

TeleTech's "2013 Customer Experience Expectations" infographics explore such customer frustrations with customer experience across four verticals: automotive, financial services, healthcare, and telecom. The survey, which polled 505 consumers, examines the current state of customer care and how quality customer experience can change perceptions that ultimately influence a person's decision to do business with a given brand.

The following statistics highlight the key findings of the survey:

  • After expressing feedback on social media, the majority of customers expect their provider to do nothing (70 percent, automotive; 62 percent, financial services; 69 percent, healthcare; and 63 percent, telecom).
  • Most respondents also believe good customer experience is highly important when it comes to decision-making (54 percent, automotive; 49 percent, financial services; 62 percent, healthcare; 53 percent, telecom).
  • When when deciding to use a given company, the majority of customers in almost all four industries consider positive word-of-mouth (68 percent, automotive; 70 percent, financial services; 63 percent, healthcare; 50 percent, telecom).
  • When it comes to interacting with their provider, many customers prefer to speak with a person (71 percent, automotive; 70 percent, financial services; 75 percent, healthcare; 72 percent, telecom).
  • While the majority opt to speak to a person, many get lost in the "corn maze" that is their provider's automated service system (52 percent, automotive; 54 percent, financial; 57 percent, healthcare; 50 percent, telecom).
  • Customers who reach a contact center associate hate hearing scripted phrases such as "your call is important to us" (31 percent, automotive; 30 percent, financial services; 34 percent, healthcare; 48 percent, telecom).

Key takeaway: Though consumers clearly face an array of obstacles when it comes to customer care, they often seek compassion over aptitude. Automotive (47 percent), financial services (36 percent), healthcare (42 percent), and telecom (35 percent) customers want to speak to a friendly, empathetic associate, yet they don't mind if the associate is inept. This fact, in conjunction with the average consumer's social media behavior, reveals that customers may seek emotional support above product or technical support. Resolutions, of course, are integral to overall customer satisfaction, but venting frustrations with an understanding associate or acquaintance eases tension, limits hostile emotions, and opens companies up to an opportunity for cultivating trust and loyalty.

To see the "2013 Customer Experience Expectations" infographics, visit 1to1 Media's Industry Infographics Pinterest board.

EXPERT OPINION
EXPERT OPINION