Customers Expect Support Across Ever More Channels: New Microsoft Parature Report
Fully seven in 10 US consumers have stopped doing business with a brand due to a poor customer service experience. And a poor experience can be, simply, not the experience the consumer would choose. However superior a company's phone support, if the consumer prefers live chat or a knowledge base, they'll gripe about the experience. (In fact, fully 92% expect a brand or organization to offer a self-service customer support portal or FAQ page.)
So found Parature and Microsoft in their 2015 U.S. State of Multichannel Customer Service Report (download required), released in July.
As the report describes, consumers regularly use at least four different channels when interacting with a brand or organization for customer-related questions and issues - any combination of phone, website, mobile apps, social media, live chat and more. On top of that, customers' channel preferences are changing based on the customer's perceived value for time spent. For example, this year's survey found that customers rate live chat (used by 64%) not far behind the telephone (used by 81%) as the most preferred assisted channel, likely owing to live chat's ability to provide prompt, personalized online assistance for complex questions (while allowing the customer to multitask rather than wait on hold).
Source: 2015 U.S. State of Multichannel
Customer Service Report (Microsoft)
Among other findings:
-
Consistently
satisfying service is increasingly important. Fully 98% of US consumers say
customer service is somewhat or very important in their choice of or loyalty to
a brand, and 68% have ...
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