Customers need more than convenient access to customer service; they need a level of genuine human interaction that drives positive customer experiences. Here's what consumers think companies can do better to master the personal touch.

1. TALK TO ME
Customers Crave Personalized
Customers Crave Personalized
Support in a Social World
Support in a Social World
Customers need more than convenient access to customer service; they need a level of genuine human interaction that drives positive customer experiences. 81% of customer service winners are outperforming their competition, and social media is growing in importance. However, studies still show 92% of interactions are on the phone,
and 71% of consumers want to keep it that way. Here’s what they think companies can do better to master the
personal touch.
customer care is vital
81%
fi n is h
68%
To gain a new
customer
l in e
To retain
existing customer
81% of companies that
deliver excellent customer
service are outperforming
their competition.
68% of defecting customers
leave as a result of poor
customer service.
2%
7x the cost
10%
10%
30%
Increase in
company value
decrease in
company costs
Increase in
retention
Increase in
retention
Despite this, many companies are
not making the most of their
customer care capabilities...
the social media shift
Social media is growing in significance as a customer service channel.
15%
increase
62%
29%
of consumers prefer
online customer service to
speaking on the phone.
Failure to respond via social
media causes a 15% increase
to the churn rate for existing
customers.
of consumers have
already used social
media for customer
service.
Despite the growing significance of social media in customer service, many businesses still ignore it.
Of the top 50 brands in a 2011 A.T. Kearney Survey:
56%
71%
55%
Social media
social Media
x
Customer
Complaint form
Did not respond to any
customers on their
Facebook page.
of consumer complaints
were completely ignored
on Twitter.
Consumers expect a response
to online complaints the same
day it is posted.
By 2020, over 90% of companies
will integrate social media into
customer care.
contact center is still king
Today, customers overwhelmingly still prefer to communicate via telephone.
Contact centers
handle an
average of:
92%
71%
of consumers
prefer to have a
phone conversation
45.4 Billion
calls every year
of customer service
interactions are via
telephone
However...
85% Are Dissatisfied With Their Phone Experience
72%
60%
of
customers are
willing to pay
more for a better
experience.
Think it takes too
long to reach a live
agent.
69%
Think they are put on
hold for too long.
94%
Do not like to be
transferred more
than once on a call.
84%
Get frustrated when
a rep does not have
immediate access to
their info.
Maintain a human relationship
Even though social media continues to gain popularity, it is just a channel. Human interaction and the
contact center are still the most efficient and desired way to maintain healthy customer relationships,
all it takes is mastering the personal touch.
1
x
customer
reviews
3
2
Recognize Their Worth
Recognize Their Worth
Provide Answers
59%
live chat
of people will explore
a new option or brand
just to see if they can
get a better service
experience.
x
rep: How can i help
you today?
Understand the Social Shift
Understand the Social Shift
4
45%
of online consumers will
abandon a purchase if
they cannot find a quick
answer to their problem.
Don’t Waste Time
Don’t Waste Time
66%
50%
of customers say that
valuing a customer’s
time is the most
important aspect of
customer service.
of customers expect a
response to a complaint
within one day; social
media is an instant line
of communication.
Create a Huge Effect on Business
Create a Huge Effect on Business
73%
of Americans have
spent more money
with companies
that provide good
customer service.
Sources:
http://www.sas.com/offices/europe/france/pdf/CEMM_France_Handout_17Apr09.pdf
http://www.customerthink.com/blog/consumers_drive_channel_preference_to_achieve_effortless_customer_service
http://mashable.com/2012/09/29/social-media-better-customer-service/
http://www.gartner.com/it/page.jsp?id=2101515
http://returnonbehavior.com/2010/10/50-facts-about-customer-experience-for-2011/
http://dailyinfographic.com/social-customer-service-infographic#
http://about.americanexpress.com/news/docs/2011x/AXP_2011_csbar_market.pdf