While the use of social media and mobile apps for customer service has doubled since 2011, a new survey suggests that the good old telephone remains a popular communications tool for customers and business owners.
According to NICE Systems' Global Customer Experience Survey, which surveyed consumers between the ages of 18 and 65 to assess their satisfaction and use of various customer service channels and how they influence brand loyalty, 88 per cent of customers still elect to pick up the phone and call.
Key findings from the survey include:
- Phone is king – 88 per cent choose to speak with a live rep over the phone. Connecting with a customer service representative over the phone is in fact the most used channel, with website self-service following closely behind (83 per cent). In addition, no matter what channel they are using, customers like having the option of turning to a live phone rep as their next choice.
- Social media, live chat, and smartphone app use has doubled since 2011. 73 per cent of customers have used multiple contact methods over the past six months to reach a customer service provider. While more customers are turning to emerging channels, they still prefer "live" interactions. For example, 64 per cent of the people using a smartphone app want it to facilitate connection to a live rep.
- Emerging channels need more work. Despite the increase in channel use, social media has a 29 per cent success rate in resolving customer service issues as compared to 69 per cent over the phone. Also, only one per cent of respondents found social media to be the most satisfying channel, signifying that these modes of customer service still need improvement.
“As overall channel usage increases, it reinforces the need for a seamless and effortless customer experience across all channels,” said Sherie Ng, Managing Director SEA, NICE Systems. “It's possible that a year or two from now we'll see consumers using many more channels, particularly with the explosive growth in smartphone and mobile app use across Southeast Asia. Now is the time to get closer to your customers, understand their preferences and personalise interactions across channels.”
Is the good old fashioned blower still a key means of communication between you and your customers? We invite you to leave your comments below...
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