Relevant mobile self-service great for referrals
Amdocs, the leading provider of customer experience systems and services has announced the findings of a global consumer survey that explores the link between proactive care tools, customer satisfaction and call centre traffic.
The survey revealed that the vast majority of customers would recommend their service provider to family and friends if they received relevant, proactive notifications from their provider and had simple self-service apps on their mobile device. Conducted by leading analyst firm Coleman Parkes, the survey found that in addition to helping to increase customer satisfaction, the measures could also decrease call centre traffic.
“The Net Promoter Score, or NPS, is the industry-standard measure of customer willingness to recommend, and is directly correlated to customer satisfaction, retention and service provider profitability,” said Ian Parkes, Director and Co-Founder at Coleman Parkes.
“The survey shows that the provision of proactive care and self-service apps would be a highly effective strategy for helping service providers to increase their NPS and reduce the burden on the call centre.
But, according to our study, consumers feel that service providers need to improve the online experience with a more consistent and personal service.”
Key survey findings include:
- Proactive services and self-care can improve NPS: 84 percent of consumers said they would be more likely to recommend their service provider if the provider was able to identify and pre-emptively resolve potential issues affecting them; 83 percent said they would be more likely to recommend their provider if they were offered easy-to-use and consistent self-service via their mobile device
- Consumers willing to embrace proactive care and self-service: 83 percent said they would follow proactive notification instructions, rather than call the contact centre, to resolve issues affecting them individually; 76 percent would use a mobile app rather than call the contact centre
- Current proactive notifications and self-service tools ineffective and can increase call centre traffic: 73 percent of consumers said proactive notifications at present were not useful; and 24 percent of all notifications resulted in a call to the contact centre, adding to costs instead of reducing them. Of the consumers who use mobile self-service apps, 78 percent said they are hard to use
- Lack of consistency, personalisation in consumer interactions with service provider: 65 percent of consumers said their service provider does not know them and fails to provide a personalised service during interactions; only 17 percent said they receive a consistent response across channels from their service provider
- Poor experience holds consumers back from mobile shopping: 72 percent of consumers have attempted to purchase a product or service online but 51 percent abandoned the purchase as it was too complicated; 79 percent said they would be more likely to complete an online purchase if they could switch between channels to continue transactions
“As smart devices proliferate, bringing icnreased demands on customer support service providers face a growing challenge to maintain a high NPS,” said Rebecca Prudhomme, Amdocs vice president of product and solutions marketing.
“The research is based on 4,000 interviews with smartphone owners, both prepaid and postpaid customers, in North and Latin America, Europe, the Middle East, Africa, and the Asia-Pacific region. The survey was conducted between November and December 2012.