Survey finds customers favour apps for customer service

AppsNewly released results from a recent Roy Morgan survey have revealed that more than half of Australians prefer to use a company’s app to complete routine customer service inquiries.

Newly released results from a recent Roy Morgan survey have revealed that more than half of Australians prefer to use a company’s app to complete routine customer service inquiries.

The Nuance Mobile Attitudes study, conducted by Roy Morgan in April 2012, used an online survey to interview 800 smartphone owners aged 18 years and older throughout Australia.AppsLG

Some of the key findings the study has concluded include:

  • More than half of Australians prefer to use an App to perform routine customer care enquiries.
  • 58 per cent have a more positive view of a company if they have a customer service app.
  • 69 per cent would tell a friend about a positive app experience.
  • Telco applications are the most downloaded (39 per cent), followed by banking apps (38 per cent), retailer apps (29 per cent) and travel apps (17 per cent).
  • Banking applications are the most frequently used, with 70 per cent of smartphone owners accessing their banking apps weekly or more often.
  • The majority of smartphone owners download up to 10 apps on their smartphone each month.

Jason Stirling, senior vice president and general manager, Nuance Asia Pacific says the survey results indicate that Australian customers now have an always-on expectation for customer service.

“Australians are no longer asking for innovation in customer care – they expect it,” he says Stirling. “The face of customer care has changed and the companies that keep pace will not only improve customer loyalty, but they will also gain a clear competitive advantage over their industry peers.”

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