Consumers Drive Channel Preference To Achieve Effortless Customer Service


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A new study, commissioned by Nice about consumer channel preference complements Forrester’s data quite effectively, and adds more data to the understanding that customer service does not need to be exceptional – it just needs to be frictionless – easy and efficient – at delivering answers to customer questions.

Here is some recent Forrester data from our latest consumer technographics surveyabout US customer service trends:

  • 45% of US online adults will abandon their online purchase if they can’t find a quick answer to their question
  • 66% say that valuing their time is the most important thing a company can do to provide a customer with a good online customer service
  • 29% prefer to use online customer service rather than speak with a live person on the telephone.

Data from the Nice survey says that:

  • 50% of respondents say that they cannot easily achieve resolution, they will turn to the contact center.
    • supporting the point that service needs to be frictionless, effortless
  • 40% of respondents expect agents to be informed of their experiences upon beginning the conversation and to be able to successfully resolve their issues quickly
    • supporting the point that companies need to value a customer’s time

In addition, the Nice survey conveyed:

  • When asked what customers like about assisted service, 50% of respondents cited FCR as their #1 reason for consulting a live agent. 33% of respondents they derive satisfaction from dealing with knowledgeable reps with specialized training.

So what do you need to do to enable frictionless service? You need to focus on three foundational elements:

  • Standardize the service experience across communication channels – Customers expect agents supporting voice, text based channels like chat, email and sms, and social channels to follow the same business processes.
  • Empower agents with full customer histories. Customers expect agents to deliver personliased value, added service – and that means having a full interaction history of all prior interactions on all supported communication channels.
  • Invest in knowledge management. Agents need easy access to relevant content that answers customer questions. In addition, companies need to invest in the processes and organizational structure to maintain knowledge which is in-line with customer demand.

So, the question is… what are you doing right?

Republished with author's permission from original post.

Kate Leggett
Kate serves Business Process Professionals. She is a leading expert on customer service strategies. Her research focuses on helping organizations establish and validate customer service strategies strategies, prioritize and focus customer service projects, facilitate customer service vendor selection, and plan for project success.


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