A recent survey shows a significant difference in the expectations of women and men of the phone customer experience with the companies they deal with, and their effect on brand loyalty. The survey, by ResponseTap, polled 4,000 U.K. and U.S consumers on the role of the phone call in how they interact with brands.
“Female consumers feel more confident about using the phone as part of their customer journey than their male counterparts, compared to purely transacting online,” noted a release for a whitepaper on the study: 'Voice as the relationship milestone.' And 73%) of female respondents said that speaking to a well-informed, helpful agent gives them peace of mind that they are getting exactly what they want. Men prefer a phone call when it comes to speed and efficiency: one third (33%) of male respondents said that a well-informed agent would make them more likely to purchase. Alongside this, 29% of men said they would be inclined to make a decision faster,” and can lead to a swifter sale.
Other findings in the study:
- 43% of U.K. respondents 35-44 are naturally wary of deals, so speaking to someone on the phone gives them the reassurance they want (39% in the U.S.)
- 70% of U.K. respondents said that speaking to an operator on the phone gives them peace of mind and confidence that they are getting exactly what they want, with 30% saying it makes them more likely to purchase (74% and 34% respectively in the U.S.)
- 64% of all respondents get frustrated when they’re able to interact with a company only online
- 60% of all respondents value speaking to one person and “hate being passed from pillar to post”