As global online competition makes it more difficult for brands to differentiate on product and pricing, it’s customer service and the customer experience that often determines whether the customer stays or goes. New research from Mitel, following a September 2013 survey of 2,000 UK consumers, shows that 74% will change brands based on a poor customer experience with the contact center, and 46% say they’ve already switched brands in the past due to this reason.
Getting cut off during the customer experience, being left on hold, and automated telephone services were three of the top five customer service frustrations for UK consumers. While phone is the communication channel used by 49% of consumers surveyed and the top channel to voice complaints about a brand or its products and services, the most popular channel for customer service interactions is email at 72%, with other channels such as live chat and social media in the mix, but at far lesser numbers.
UK consumers listed their most important factors when contacting a brand for customer service as being able to interact with a real person instead of an automated response (54%), getting a quick response (49%) and first contact resolution (44%). These numbers correlate with a 2013 global consumer survey taken by LivePerson which listed getting an issue resolved quickly (82%), first contact resolution (56%) and dealing with a friendly customer service representative (45%) as the top three elements of a great customer experience.
Whether it’s the UK, USA or other parts of the globe, delivering a consistent and satisfying customer service experience has never been more vital.
