New data shows that the post-purchase customer support experience can significantly impact brand loyalty and revenue. As consumers increasingly rely on technology in daily life, providing quality support has become strategically important for tech companies. Many consumers now expect do-it-yourself (DIY) support options and the ability to troubleshoot issues independently without live assistance. A growing number of "connected consumers," especially millennials and men, prefer fixing product problems themselves over professional help.

1. New data on connected consumers shows that the post-purchase
experience with products and support personnel can make or
break brand loyalty and related revenue. As consumers become more
connected to technology in their everyday lives, the support experience
is becoming a strategic imperative for technology and device
manufacturers. This emerging generation of connected consumers is
driving demand for a special brand of DIY (do it yourself) support.
EMERGING DIY GENERATION PUSHING FOR SELF SERVICE
LET ME FIX IT MYSELF
ROOM FOR IMPROVEMENT
BRAND PERCEPTION IS CRITICAL POST-PURCHASE
89%
79%
57% of connected consumers
say they think about a brand post-purchase
when there is an issue with the product
or service
They prefer to figure out technical product
issues post-purchase on their own,
without professional, live assistance
35% of millennials
want DIY support to fix
problems with their mobile
devices and apps
25% of men
would rather fix computer
hardware and
software themselves
25% of women
would rather fix mobile
devices and apps
themselves
of consumers
of connected consumers
say that they are either
very connected or
somewhat connected
to technology
say that it’s important to have
a positive perception of a brand
(both the manufacturer and their products)
after making the purchase
50%
60%
of connected consumers
responded that they prefer
DIY — a self-service approach
to addressing product issues
post-purchase
}
1 in 3 (32%)
of connected consumers prefer the flexibility
of both self-service support (DIY) and access
to a customer representative when necessary
www.support.com/self-support
@support_com
© All Rights Reserved. Support.com, Inc. 2015
Methodology: In September, Support.com surveyed more than 1000 U.S. consumers ages 18-60,
on their support experience with brand manufacturers. This survey was completed online and was completely
anonymous. This infographic offers a snapshot of these consumers’ perception of self-service and other
support trends. To download the full report, visit www.support.com/connected-consumers-brand-experience.
of connected consumers
ages 18-29 describe
themselves as DIYers
36%of connected consumers
say that more proactive customer service
and support with self-diagnosing or suggested
fixes would improve their customer experience
24%of connected consumers
say what frustrates them most about their
support experience is having to repeat
information at each step
Connected Consumers and the
Next Generation of Support