Story image

What does today's customer want? New study finds experience in ANZ is getting worse

22 Sep 2016

You’d think that over time, we’d start getting better at the things we do. Apparently, that’s not the case for customer experience.

A new study from Boldchat by LogMeIn and Ovum has revealed that despite investments in new engagement channels, customer experience has taken a downward turn over the last two years.

To make matters worse, the survey found that 90 percent of consumers in Australia and New Zealand (ANZ) reported that they will stop doing business with a company following a bad experience, which far outweighs their USA and European counterparts at 82 and 76 percent respectively.

According to Ken Landoline, Ovum principal analyst of customer engagement, the worrying statistics come down to the disconnect between contact centre managers and customers. It’s hard to argue with that logic when the report shows that consumers believe it takes six different interactions to resolve an issue while contact centre managers believe it only takes one-two touchpoints.

“The disparity between the perception of contact centres and the reality of consumers when it comes to customer experience is worrisome as every interaction is proving to be critical to customer retention,” says Landoline. “Because customers will stopdoing business with a company following a bad experience, it is critical that brands identify friction points in the customer journey and offer their reps the tools and technology to help improve the overall customer experience from pre-purchase through post-purchase support.”

While 67 percent of participating consumers in ANZ affirm that phone calls provide the most success for resolution, a whopping 77 percent would choose an alternative channel to voice if they knew they could resolve their issue on the first attempt. This links to the top priorities for ANZ customers, which include improving access to web support channels like social media, communities and live chat (52 percent) and for organisations to offer faster response times (51 percent).

The report also provided insights on how consumers prefer to engage with businesses:

  • The use of live chat has increased from 35 percent in 2014 to 43 percent today, ranking as the third most popular to resolve an issue and the fastest way to get a response.
  • At 56 percent, more consumers now call from their smartphone than a landline. What’s more, 83 percent use mobile applications for customer support and 67 percent use mobile websites – up from 65 and 62 percent respectively since 2014.
  • 31 percent of consumers currently use IoT-connected products or are willing to if it results in better customer service

LogMein vice president of Customer Engagement & Support Solutions, David Campbell says the new, always-connected customer expects immediate access to information and fast, frictionless service.

 “Most contact centres struggle to meet these expectations because they are limited by disjointed, legacy systems.  We see many forward-thinking businesses overcome these challenges by prioritising investments in solutions that unify their engagement strategies across traditional and digital channels,” Campbell concludes.

What the future of fibre looks like in NZ
The Commerce Commission has released its emerging views paper on the rules, requirements and processes which will underpin the new regulatory regime for New Zealand’s fibre networks.
Gen Z confidence in the economy is on the decline
Businesses need to work hard to improve their reputations.
Why NZ businesses have less than two years to adopt digital before disruption hits
Research found that digital disruption is already impacting two-thirds of New Zealand organisations.
Dell EMC launches interactive AI Experience Zones
The AI Experience Zones are designed to educate visitors about how to start, identify, and implement an AI project.
What NZ can learn from the Baltimore cyberattack
“Businesses must control physical access to their computers and secure their networks."
Infratil seeks clearance to acquire up to 50% stake in Vodafone NZ
The commission will give clearance to a proposed merger if they are satisfied that the merger is unlikely to have the effect of substantially lessening competition in a market.
Hands-on review: MiniTool Power Data Recovery Software
I came across a wee gem of advice when researching the world of data recovery. As soon as you get that sinking feeling and realise you’ve lost a file, stop using your computer.
Deepfakes the 'next wave of concern' - but can law really stomp it out?
Enforcing the existing law will be difficult enough, and it is not clear that any new law would be able to do better. Overseas attempts to draft law for deepfakes have been seriously criticised.