A Look at Customer Engagement Preferences

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A new study from telecommunications service provider Contact Solutions is shedding light on customer engagement preferences and exposing the disconnect between those preferences and the e-commerce experience.

According to “The Digital Disconnect” study, 90 percent of consumers would be more likely to stick with a company that offered an excellent experience throughout the customer journey that begins with customer acquisition, continues through product and service delivery and extends into post-sale customer care. What's more, 53 percent of consumers would spend more money with a brand if they could switch channels or devices to continue a conversation without starting over and repeating their information.

Additional data from the study shows that 56 percent of online shoppers expect a phone call to provide the best experience for getting assistance, but less than 30 percent actually prefer to start with that channel. In fact, although not many online shoppers start on mobile when they request assistance, 75 percent would actually prefer to use mobile customer care inside of an app because it reduces time and hassle. Despite this, more than 95 percent of apps force users to exit in order to get live assistance via phone, chat, messaging or email.

“This new research paints a picture of the growing disconnect between the way digital consumers want to engage and how enterprises are investing to improve engagement,” said Mike Costello, general manager of digital experience, Contact Solutions. “The findings in this whitepaper demonstrate the importance of a positive engagement experience and how it correlates with customer loyalty. The best way for retailers to bridge the gap is to invest in digital channels to create engagement experiences that are more convenient and better aligned with consumer preferences.”

It is also important to note that the data found that 53 percent of online shoppers most often start with email to get assistance, but less than half of them prefer doing so, and more than half expect it to result in the worst experience of any channel. What’s more, consumers think social media is 12 times more likely to deliver the worst experience than the best experience when it comes to getting assistance.


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2 comments

Showbox 02-17-2016 7:45 AM

A lot of misunderstandings between client and designer comes from the fact that there is no clear definition of the responsibilities of the designer. This is not an exact science where 2+2=4. The culture of design in our country is just developing and every designer for himself defines the schema and workflow. Some designers go with customers shopping for procurement of materials, without sketches or visualizations, others offer freehand drawing, others do only 3D, the fourth drawings only. The client, as someone inexperienced, simply lost and does not know what it is from just this list he needs. Who to hire so that and work to stay happy, and do not overpay. And therefore sometimes such situations arise when the customer receives not what he wanted because of a wrong choice at the first stage. Before you hire a designer, carefully study the market of offered services and make a list of what you need.

phone detective hub 03-28-2016 2:41 AM

customer engagement is very important to lead a successful business.

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