Human interaction remains a vital component of customer satisfaction, even in the ‘digital age’. 83 percent of world’s consumers prefer dealing with human beings over digital channels to solve customer services issues and get advice (77 percent). Almost half (45 percent) of consumers say they are even willing to pay a higher price for goods and services if it ensures a better level of service.
Physical or in-store experiences are also highly valued amongst consumers. 65 percent agree that in-store service is the best channel for getting a tailored experience, and 46 percent say they are more willing to be sold new or upgraded products when receiving a face-to-face service compared to online.
Organizations that want to rebalance their digital and traditional customer service channels should look to:
Rethink your investment strategy. The focus should be on delivering satisfying customer experiences – not methods of interaction. Ensure your channel management approach delivers integrated experiences.
Build customer service channels that enable consumers to fluidly move from digital to human interaction to get the outcomes they desire.
Define and address the most toxic customer experiences across all channels. These experiences can directly impact profitability. Identify the experiences that have the greatest potential downside and leverage those insights to guide an investment strategy.
92 percent of consumers say it is extremely important that companies protect the privacy of their personal information. By not selling or sharing customer data with other companies, and guaranteeing that safeguards are in place to protect it, consumers will be more willing to hand over personal information which can be leveraged to deliver better experiences.