Voice of the Customer

A new study by LogMeIn, Inc. and Ovum reveals a significant disconnect between what today’s mobile, always-connected customers have come to expect from customer service and what contact centres are delivering.

Although businesses are fully aware of new behavioural trends among customers, not all of them are tailoring their customer service experience to match customers’ needs.

Over 50 per cent of customers surveyed believe that the ability to reach the right representative has worsened over the last two years. As a result, 84 per cent claimed to have stopped doing business with a brand following a bad customer service experience.

The key findings also show that mobile, web self-service and chat are rapidly growing channels for customer support. Over the last two years, the number of customers using a mobile phone for support calls doubled to 40 per cent, the use of mobile apps has more than tripled to 16 per cent, and the number of customers using live chat has reached 29 per cent, a three-fold increase.

Some 34 per cent  of surveyed businesses claim they have Internet of Things Both devices.

Other findings include:

65 per cent of customers want easier access to representatives as they are most frustrated with time taken to reach a representative and resolution time. Many are turning to the web for support inquiries, with contact centres seeing almost 45 per cent of interactions coming from channels other than voice.

84 per cent of customers say they have stopped doing business with a brand following a bad experience.

71 per cent of customers claim they use the web to look for information always or most of the time before contacting customer service. However, only 31per cent  of managers believe that their customers frequently use the web before calling.

The number of customers using live chat and email has almost tripled over the last two years.

Managers do realise that customers need quick resolutions to their problems, as their top priorities for 2015 are agent training and improving resolution times.

The Internet of Things is not completely understood by customers, as 50 per cent of customers said that they didn’t believe it to be necessary or would be uncomfortable with connecting their devices. But 25 per cent would be willing to use it if it means solving technical issues quicker.

Contact centre managers, however, are familiar with the benefits of connected devices and are keen to resolve issues remotely, as 34 per cent of the surveyed said that they have devices that can be connected to the Internet and out of those respondents 88 per cent currently offer connected versions of those products.

Aphrodite Brinsmead, Senior Analyst at Ovum said: “This dual perspective study confirms that customers are increasingly using digital channels for support, especially if they know they can get faster resolutions and responses. It also indicates that businesses need to adapt their service tools to match customer needs and improve access to live agents.

“Contact centres should invest in technology to understand cross-channel behaviour and link customers’ digital interactions with their profiles and case records. By optimising online support and guiding customers to the right channel for their issues, businesses will be able to improve resolution rates and customer satisfaction.”

W. Sean Ford, CMO of LogMeIn added: “Today’s highly mobile customers are empowered to seek out support from multiple touch points and have come to expect a response through those channels in minutes, let alone hours. Yet contact centres are not equipped to provide the fast resolutions their customer’s desire. This research provides an insightful view into the needs and frustrations of these mobile customers, giving contact centre managers the opportunity to invest in the correct tools and prioritise their support channels.

“We believe that live chat benefits all parts of the business, particularly when added to websites or mobile applications and therefore should be a priority for contact centre managers.”

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