Scrimping on customer experience can severely damage a company's bottom-line, according to research from Yonder Digital Group.

An overwhelming 87% said they tend to stay more loyal and increase their business with companies who offer a real person to talk to at the right stage of their customer journey. This result completely debunks the myth that customer experience can be managed entirely via automation technologies and spells out an important caveat to businesses.

With technology rapidly responding to customer appetite and offering an increasing number of channels and ways for customers to get in touch with companies to make enquiries or complaints, it is not surprising that many businesses find justification in opting for cheap, fully-automated solutions to managing the customer experience. But research confirms this is no area to make short-sighted cuts as one analyst confirms that 60% of consumers have not completed an intended purchase based on a poor customer service experience; and another notes that 52% of consumers have switched providers in the last year due to a poor customer experience.

Eighty-four per cent of those surveyed said they are more likely to remain loyal to a business that offers a range of ways to get in touch with them. But 92% said the speed and effectiveness of how businesses deal with queries and complaints was a key factor in their loyalty to that company. In fact, 81% said they would go to a competitor if a business failed to deal with their query quickly and effectively. Meanwhile, 69% said they would go elsewhere if they weren't able to deal with a real person. 

Human interaction, therefore, takes a key role in the channel mix required by today’s customers. 84% of respondents confirm that having a choice of channels to get in touch with a company is key to ensuring their repeat custom, while speed and effective resolution of the issue, be it a query or a complaint are of course vital to growing and retaining the customer base.

Chris Robinson from Yonder Digital Group, said: “Consumers today have come to expect a choice of channels to get in touch with companies. They may like to receive promotions over email, browse on an app, but make enquiries over the telephone. However, they choose to get in touch with a company they also expect that the answer to their question, or the resolution to their complaint, is dealt with quickly and effectively and technology alone cannot always do that.

“Savvy businesses are combining the undoubted power of AI (Artificial Intelligence) technology with well-informed live agents and are thus able to make the crucial difference and retain and grow custom as a result. Ensuring that live agents are able to access information on customer behaviour across channels helps ensure that this human interaction is speedy, informed and effective for both the customer and the business.”


By Jonathan Davies, editor, Digital Marketing Magazine

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