Customers are happy to self-serve but expect excellent service through across channels when needed. 85% of customers believe it should be easier to contact their provider while only 13% get a resolution at the first contact. Resulting that 88% of customers would be more loyal to mobile operators if only they make it easy for them. This is the outcome of the BT and Avaya study “Autonomous Customer 2015”. Here are 3 recommendations how you can deliver “in the moment” service:
1. Make it easy
Consumers don’t always mind to deal with organisations, and are certainly willing to pay more for those that make it easier. Across the UK and USA, the number of people who say convenience is more important than price is up by 30% – not surprising when globally, 62% of consumers say they find dealing with customer service issues exhausting. Somewhat shockingly, only 13% say they regularly get first contact resolution.
With three in four consumers saying they constantly research products to buy online, it’s not surprising that almost all say it should be easier to contact organisations by phone, web chat and email.
How would “make it easy” benefit organisations? Globally, consumers say they buy more from organisations that make it easier for them. Even 90% of consumers in China agreed with this statement, with almost as many in India, UAE, the USA, Singapore and Indonesia.
2. Provide solid Omnichannel customer service
New service channels like chat and social media are proven to make the operator more reachable for customers, reduce churn and improve engagement. Delivering a seamless Omnichannel experience is, therefore, more in demand than ever.
However, Omnichannel is much more than just adding tools like online self-service and live chat. Customers should be able to switch easily channels while mobile operators continuously monitor their habits and preferences. These tools are especially important to customers who:
– Are often pressured by time
– Want less stress and make fewer efforts
– Expect that organizations continuously improve their service
3. Self-service is only attractive if supported
More consumers are searching online for customer service and know that organizations are ready to let them serve themselves. However, if the selfservice tools they provide aren’t sufficient many operators are not ready to support them if they can’t solve issues on their own. The result: there has been a fall in the number of people in the UK and USA agreeing that ‘selfservice is good as it puts me in control’, from 57% in 2013 to 53% in 2015.
Qelp understands that customers invest time and effort to make a purchase decision. When they hit an issue they can’t resolve, they want an answer from the organisation there and then. Expectations are high, 75% of consumers expect a customer service agent to be instantly aware of their details and history, across all channels. There are many rewards for organisations that strike the right customer service balance, as customers are shown to buy more from organisations that are easy to deal with; leading to repeat spend and brand loyalty.
You can download the full report here