Thought leadership

Some perhaps unsurprising yet still worrying new research in this week’s newsletter coinciding with so called Customer Service Week reveals that more than half of consumers have abandoned a business altogether because they’ve reached the automated menu of options, known less than affectionately as Interactive Voice Response (IVR) – losing that company £130 per customer every year.

The survey found that of those customers who ditched a business as a result of reaching an IVR menu, 74% of the money they would have spent, was then spent with a competitor. Significantly, when the figure for those abandoning businesses is broken down by age group, more than a third of millennials (aged 25-34) have done so more than once in the past year, compared with only a quarter of over 45s.

Meanwhile only a fifth of those over 55 have abandoned a business more than once, suggesting that younger generations are less patient of poorly designed systems that create delays than their older counterparts. The 2019 IVR survey findings are consistent with Vonage’s 2018 Serial Switchers’ study, which revealed that nearly half of UK consumers ditched a business over the previous year following poor customer service.

The issues and challenges thrown up by this research will be examined in detail at our upcoming flagship Customer Engagement Summit next month. Look forward to seeing you there.




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