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B2B Engagement

Three in five (61%) consumers say that receiving personalized communication over email, chat and social media is important, or else. Another 75% of consumers say they would drop a brand as a result of poor support or a bad customer experience (CX) — that’s according to a new report launched by Sitel Group

The 2018 CX Index Report Index reveals how the quality of a company’s CX impacts consumers’ loyalty and engagement. This is critical information for marketers ahead of (what is expected to be) a digitally driven holiday shopping season, with online sales projected to rise 17–22 percent. Brands need to be tuned into consumers’ needs to ensure seamless service across omni-digital channels during this hectic time.

Other key findings from the report include:

  • Customers’ #1 gripe with calling customer service. The majority (38%) of U.S. consumers are most frustrated when they have to repeat the same information to multiple people during customer service calls.
    • However, the majority of men (35%) find it most frustrating when they have to wait on hold.
  • Men are surprisingly savvy online shoppers. The majority of U.S. consumers (55%) have better experiences shopping online than shopping in-store (42%), with men leading the charge on one-click orders. Men (58%) are more likely than women (54%) to say they have better experiences shopping online.
  • Millenial women are the most influential demographic when it comes to brand loyalty. Nearly two in five (37%) Millennial women say they would post a negative review online or on social media to prevent other consumers from shopping with a brand.
    • On the other hand, Millennial women are also the biggest brand advocates when they receive good CX, with 54% saying they would share a positive review to get others to shop with/make a purchase from a brand with which they’ve had a positive experience.
  • However, brands are more likely to lose male customers over bad CX. Men (76%) are slightly more likely than women (74%) to say they would stop doing business with a company if they received poor customer support or had a bad customer experience.
  • Across demographics, consumers are old school when engaging with brands. Consumers prefer engaging with a brand on the phone (28%) or over email (25%), with Baby Boomers being the least likely to engage with brands via more modern communication channels like online chats (12%) and social media (4%).
  • Mostly because they don’t trust chatbots. The biggest reason consumers shy away from chatbots or digital service representatives is because nearly half (48%) aren’t confident digital reps could understand their request and properly assist their needs.

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