Bad Customer Experiences Are Worth Avoiding - eMarketer

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Bad Customer Experiences Are Worth Avoiding

Easier access to support channels on the web—whether live chat, communities or social media—could help improve customer service

September 27, 2016

Over 80% of consumers in Australia, Europe, New Zealand and the US said they have stopped doing business with a company following a bad customer experience, according to a May 2016 survey by Ovum for live-chat software-maker BoldChat. With such a strong majority of consumers willing to disengage with a company after a bad experience, it’s important for companies to know how to avoid such situations.

Consumers Worldwide* Who Have Stopped Doing Business with a Company Following a Bad Customer Experience, May 2016 (% of respondents)

The survey also investigated just that. Omnichannel customer service offerings were generally considered improvements.

Six in 10 consumers said that easier access to support channels on the web—whether live chat, communities or social media—was among their top two improvements to customer service. Over 50% also cited response times—agents responding more quickly would improve service.

Other responses echoed the top two. For example, 21% also pointed to faster response times, specifically from live support representatives. And 29% were looking for a consistent experience across channels, with another 19% hoping for improved mobile service—pointing to a broad need for better omnichannel customer service options.

Ways to Improve Customer Service According to Consumers Worldwide*, May 2016 (% of respondents)

And there’s little wonder respondents point to omnichannel, and especially mobile, issues: 83% used mobile apps for customer service as of May, as opposed to two years ago, when 64% did the same. Usage of live chat on a mobile site of app was also up 11% over the two-year period.

Some channels, however, are being used less. Fewer consumers are using social media than two years ago, suggesting that social media channels have failed to adequately answer the concerns of consumers.


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