Consumers are starting to demand different forms of customer service as they spend more of their lives either online or on the move, according to a new study from Stockholm-based Artificial Solutions.
The continuing growth of web use and the smart phone revolution both mean consumers expect the same standard of customer service regardless of the channel. Today, the study says, customers want their questions answered faster, have a growing appetite for usable self-service and insist on a much better overall experience whether via the telephone, web or mobile.
But are brands keeping up with these new demands? Are companies delivering an impressive enough online experience and keeping customers loyal? And what options are available to organisations that want to keep their customers happy?
An independent survey of 1,500 European consumers (in the UK, Spain, Sweden, and The Netherlands) commissioned by Artificial Solutions−titled, “European research study: What Consumers Want From Online Customer Service,”−shows that many brands are falling short of these new expectations.
The study also explored consumer opinion toward newer methods of online customer service such as virtual assistants.
Here’s a key statistic: 81% of people would engage with a virtual assistant if it reduced online waiting time.
What’s more, here are some other key takeaways from the report:
- Brands need to introduce new methods of customer service that allow consumers to help themselves, but in a rapid and efficient manner at any time of day. With the web being most peoples’ initial source of information, companies that fail at this first hurdle will lose business.
- Consumers were unhappy with the level of customer service they were receiving, with the web faring only slightly better than telephone or email. The main complaints about telephone service centered around waiting times and getting through to someone, whereas with email, a lack of response or accuracy and further signposting for help is more likely to derail the experience.
- You might get an answer but it may not be what you want, nor give you any additional information or assistance.
Results showed that nearly all consumers turn to the web for their initial research into products and services, rather than calling a company first. Consumers want an immediate response.
While on the web, the key areas of concern for consumers are: Brands’ lack of ability to send a response, the quality of online help, the usefulness of FAQs, and being able to raise a query.
These are all critical customer-facing shortfalls, the study says, whereas consumers rated the technical delivery aspects of the website, such as navigation and layout more highly.
“This clearly indicates that companies have to concentrate more on the customer experience and in designing their web interfaces to meet customer needs,” the study says. “All of the complaints above combine to create the general feeling of frustration highlighted by the survey, often made worse when customers are forced to change channel in order to solve their query. If customers cannot find an answer quickly online, being redirected to an unhelpful call centre does not ease the situation. This can be easily exacerbated if, for example, the call centre is not open when the consumer is online, or is a premium rate number.”
By using intelligent virtual assistants, the survey highlights how organisations can not only improve the online customer experience, they can also support sales by dealing with queries immediately and keeping customers more engaged.
Alarmingly, the study shows that nine out of 10 consumers are having a poor experience with customer support via the web, phone, or email.
The vast majority of people (90%) are using the web to research product and services before buying while a similar number (91%) said that the most important thing for them when using a website is to get the information, answer, or response they need immediately.
Overall, 72% of consumers welcomed virtual assistants becoming a part of every website, to answer questions and guide them around the site.