Date: 2/7/2018, Phoenix, Arizona
- A third of consumers, and 52% of Millennials, would like to see all customer service done through self-service, intelligent assistants or chatbots
- 48% feel the ability to interact in the method/manner of their choice is the most important facet of a personalized experience, three times more important than knowing their name
- More than a third are open to having customer service done through home intelligent assistants like Amazon Echo or even ordinary appliances like refrigerators through IoT
Customer service is in decline - at least traditional customer service as we know it is. The number of people who contacted customer service over the phone declined 10 percent in the last two years and contact with customer service overall has dropped seven percent over the same period according to the latest findings from the 2017 Aspect Consumer Experience Index. What hasn’t declined, however, is the number of consumers who stopped doing business with companies because of poor customer service. That figure rose to 54 percent last year, up from 49 percent the year before, with the number of Millennials jumping eight percent. Basic lack of effectiveness – the ability to resolve issues to their satisfaction was the leading cause of defection.
Consumers expressed a notable improvement and rise in interest with their experiences on new/emerging channels. 77 percent of consumers rated text-based customer service experiences using AI favorably, a 10 percent increase from the year before. And a full third of consumers and 52 percent of Millennials said they would like to see all customer service done through self-service AI.
“The insight from the survey results is not just the growing preference for self-service over agent-assisted interactions. More interesting is the possibility that consumers aren’t viewing these self-managed experiences as customer service the way brands define it,” said Jim Freeze, Chief Marketing Officer, Aspect. “It only becomes defined as ‘customer service’ by the customer when a complex interaction requires human assistance and they have to engage a live person. It’s clear from the findings that increasingly, consumers are not giving brands a second chance. There has never been a more critical time for companies to respond to the growing consumer desire for digital channels over traditional voice and IVR interaction. Moreover, the ability for brands to be agile in adapting to evolving customer experience demands underscores the compelling nature of continuously-delivered features and functionality that a cloud-based platform like Aspect delivers.”
One of the clear opportunities for brands is addressing customer experience effectiveness. 45 percent of consumers in the survey said they didn’t care if an online purchase or customer service interaction is performed by a chatbot or a live agent as long it is handled quickly and accurately. Plus, consumers are more than willing to pay more for better customer service. 52 percent of American consumers would pay more for guaranteed good customer service while 75 percent would pay more for exceptional customer service.
For the full findings of the Aspect Consumer Experience Index go to www.aspect.com/2017-customer-index.
Aspect helps enterprises break down the walls between people, processes, systems, and data sources, allowing organizations to unite around the customer journey. By developing fully native interaction management, workforce optimization and self-service capabilities within a single customer engagement center, we enable dynamic, conversational interactions and create a truly frictionless omni-channel customer experience. Leveraging a worldwide cloud infrastructure and over 40 years of industry ingenuity, Aspect conveniently and easily connects questions to answers while helping enterprises keep service levels high and operational costs contained. For more information, visit www.aspect.com.
Follow Aspect on Twitter at @AspectSoftware. Read our blogs at http://blogs.aspect.com.
About the survey
A national study of 1,000 American consumers to investigate the attitudes, preferences and behaviors regarding customer touchpoints and engagement within the context of self-service, customized or personalized service and the hot topics of messaging, virtual assistants and chatbots.
Similar surveys asking some of the same questions in the same period were conducted by Aspect in Germany, Spain and in the U.K.