Forrester1 says that over 50% of people in the USA now own smartphones. Smartphones have become a dominant – if not the dominant – device for interaction between consumers and businesses. This changes everything. Why? Because while more than half of consumers use their smartphones, 90% cross multiple devices in pursuit of a single journey. According to a Google Research Study2, 98% move between devices in the same day! Meeting the expectations of today’s smartphone-enabled consumers requires companies to maintain the context of customers’ situations across channels and devices over time. Customers now demand contextual customer service delivered on “their terms.”
When businesses can’t deliver this, customers get frustrated. Significantly frustrated.
In a recent survey sponsored by 7.ai, the 83% of respondents that were smartphone users expressed the following frustrations with customer service:
- 80% were frustrated that companies do not maintain the context of their last conversation, forcing them to start their journey over.
- 71% said that companies they do business with don’t allow them to easily cross channels (e.g., from the web to their smartphone) causing them to have to repeat their situation.
- 71% expressed that customer service is impersonal when companies do not know who they are or the issues they have.
Consumers are increasingly frustrated with a company’s inability to offer service that matches their lifestyles. Because of this, customer effort – simplifying the customer’s experience – is now a key metric that companies need to track and manage. It’s what customers are scoring you on. To reduce customer effort, companies can apply predictive analytics and real-time decisioning to enable intelligent customer interactions in today’s omnichannel world and deliver a customer experience that anticipates what customers want, and maintains their context across channels.
Businesses that provide service on the customer’s terms will be rewarded with increased satisfaction, loyalty and, ultimately with sales.
If you’d like to read full survey results please visit: https://info.247.ai/PRSurvey1Details_PRSurvey1Details-LP.html
- 1 Forrester, 2013 Mobile Trends for Marketers, February 2013.
- 2 Google™, The New Multi-Screen World, August 2012, http://www.google.com/think/research-studies/the-new-multi-screen-world-study.html