Businesses that adopt omni-channel strategies achieve 91% greater year-over-year customer retention rates compared to business that don’t, according to a survey conducted by Aspect Software.
According to Aspect’s survey, a resounding 80% of Americans believe brands need to make big changes in how they provide customer service. What’s more, the survey reveals that 89% of respondents are annoyed when they have to repeat themselves about the same issue.
This omni-channel experience is what consumers expect, but while 91% say when they contact customer service about the same issue they should be able to pick up where they last left off, just four in ten (39%) have been able to do so. The survey says that the call to action for brands to address this omni-channel customer service expectation is clear:
Be Consistent: Just 57% of respondents agreed that their experience is consistent no matter how they contact customer service
Have, and use, the right info: While 94% percent say customer service should have the most up-to-date information on them no matter the care channel, nearly half (47%) say the data customer service typically has on record rarely seems to help resolve their issues
Break down the silos: As the lines blur between brick-and-mortar and online transactions, 91% of respondents want customer care to be more informed about current promotions
The survey refers to the “unpredictability of changing customer service channels and growing frustration with the continuity of service.” The Aspect survey included quantitative research regarding Americans’ preferences and attitudes across various channels, and reveals that when it comes to getting the service they expect, “most customers are tired of playing around!”
Here are a few more takeaways from the survey:
58% of respondents have low expectations when contacting customer service
61% have not been able to easily switch from one channel to another when interacting with customer service
All channels lag behind voice when it comes to friendliness and knowledgeable agents
The survey was conducted using he omnibus online services of TNS from Oct. 9, 2013, through Oct. 13, 2013, among a national sample of 2,500 Americans (18 and older) − of which 2,201 have contacted customer service.