1 INSIDE THE MIND OF YOUR CUSTOMERS: NEW CONSUMER SURVEY RESULTS ON HOW CUSTOMERS WANT TO INTERACT WITH COMPANIES IntelliResponse recently conducted a Google consumer survey where we asked 1000 consumers to share what y really think about y received from businesses y deal. Some of results may sound surprising, but all of m validate emergence of a customer-led shift toward self- in digital channels. In this report we take on a tour through survey results of 7 questions. We re sharing unfiltered questions and answers straight from survey, so can see for rself exactly how customers expect ir relationship r company to unfold. 1 What kind of relationship do WANT companies? 59% want EFFICIENT TRANSACTIONAL 24.2% want PERSONALIZED 3.2% actually LOOK FORWARD to interacting 11% want to BUY AND SAY GOODBYE Companies waxing poetic? There s a lot of romantic talk in organizations and among industry pundits on importance of personalized. But se results indicate this kind of talk might just be waxing poetic customers don t see it as all that important.
2 2 Companies are interacting consumers online more than ever. Due to this trend, which of following activities do think businesses have improved most at? 29% Selling 34% Marketing 10% Designing Products $ YIKES! Call m cynics or call m skeptics fact is, most customers aren t seeing how explosion in customer data sophistication has translated into better SERVICE. Mostly y think companies are just getting better at selling and marketing stuff. 24% Helping Customers OPPORTUNITY ALERT! Companies that DO begin to offer noticeably better can t help but stand out. 3 Where is FIRST place go when looking for information regarding a product or? 10 % Social media 67% COMPANY WEBSITE 10 % Store or branch 4 % Mobile app 6 % Phone The Digital Revolution is Here. 2 out of 3 customers go straight to r website when y need answers. Organizations that fail to make it easy for customers to get answers y need in digital channel are simply inviting escalation calls or, worse, driving customers to seek answers from competitor websites.
3 4 Where is FIRST place go when looking for answers to a customer question? 58% Company website 25% Phone 7% Store or branch 6% Social media 3% Mobile app 1% Or?? That s gold, Jerry! Sage advice from Seinfeld. In his standup comedy tour, Jerry Seinfeld gives this advice to single men who might be looking to settle down: You know what guys better have if really want to get married?... YOU BETTER HAVE ANSWERS!! Seinfeld says secret to his marriage is to ALWAYS have answers on hand, to respond to never-ending litany of questions he s sure to get from his wife. Questions ranging from mundane to outrageous. Having answers at--ready is key to a solid relationship, he argues. Who knew Seinfeld s advice would be just as appropriate for companies today? You want to please majority of customers who bring ir customer questions online? YOU BETTER HAVE ANSWERS! 5 Which industry provides best online customer experience? 68% Retail 17% Telecoms 13% Utilities 2.3% Or
4 6 I should be able to get same answers from a company s website that I can get from speaking to one of ir call center workers. DON T CONFUSE THE CUSTOMER. A large part of customer satisfaction is about CONSISTENCY of answers. A sure way to cause confusion and more trouble for r customer is to give m conflicting answers to same question in different channels. 74% of customers agreed 7 If I had a customer question, I would rar use a mobile app or web browser on my smart phone than call a contact center for an answer. 60% of customers aged agreed The consumer survey data presented above certainly paints picture of a modern customer who wants fast, effective digital interactions to fit into ir mobile, ultra-connected lifestyle. But are organizations listening? It seems y are. Not only that, y have very clear expectations about what digital self can do for m. On next page we share results of our own poll of 100 organizations so can see why r customer experience peers are prioritizing a digital self- deployment at ir own organization.
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Customers Who Left Your Website Unsatisfied 8,360 Get a Free, No Obligation Assessment of Your Total Dissatisfied Customers Get a Website s Free, No Obligation Self-Service Assessment Performance! of Your Get a Free, No Obligation Assessment of Your Get Website s a Get Free, a No Free, Obligation Self-Service No Obligation Assessment Performance! Analysis of of Your Website s Self-Service Performance! Your Website s Website s Self-Service Performance! 21,280 Based on calculations in chart above, for every 100,000 calls in r call center, can assume re were 21,280 customers or prospects on r website that willingly tried to engage in customer r company, but could not. And majority of se consumers went immediately to a competitor. Simply multiply r total annual call volume by Compliments 21% to get an of idea IntelliResponse of how many and web Forrester visitors Research, left r Inc. website disappointed. What would be revenue upside Compliments of deploying of IntelliResponse a virtual agent and in r Forrester digital Research, channels Inc. to not only satisfy majority of se visitors instant Compliments accurate of IntelliResponse answers, but also and convert Forrester a portion Research, of Inc. m To learn more about taking online self- into online sales using highly relevant marketing Compliments of IntelliResponse and Forrester Research, Inc. To to learn next offers? more level about for taking r customers, online self- visit To to learn next more level about for r taking customers, online self- visit to To learn next more level about for r taking customers, online self- visit to next level for r customers, visit IntelliResponse Systems Inc. THE BUSINESS CASE FOR DIGITAL SELF SERVICE: TOP-LINE REVENUE 4
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