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CUSTOMER UPRISING!
8 SIGNS YOU’RE HEADED
FOR A CUSTOMER REBELLION
To say that customers today wield tremendous
power is an understatement.
Customers today are armed with ever-rising levels of power
and are prepared to retaliate against poor customer service.
Fortunately, observing the preferences and behaviors of today’s
always-connected, digital consumers yields very helpful insight.
We’ve assembled 8 key trends that your organization needs to
understand to prevent a customer uprising before it begins!
Today’s customer experience leaders should be making
every effort to understand these macro-trends in consumer
behavior, so they can take the necessary steps to build a
customer experience that maps to the clear and specific
preferences that customers are demonstrating each and
every time they initiate an interaction.
1
When consumers experience poor customer service,
it’s the company that ultimately loses.
More than half of US online consumers will abandon their online purchase if they
cannot find a quick answer to their questions; 69% of online consumers move to
another channel when online customer service fails.
Source: Transform The Contact Center For Customer Service Excellence, Forrester Research Inc.
%@!#
?!%
69%
If customers aren’t getting the service that they need they will rebel! This rebellion takes
the form of abandonment of online purchase transactions, or escalation to higher-cost
support channels. In either scenario, organizations pay heavily for delivering a poor
digital customer service.
© 2015 IntelliResponse Systems Inc. Customer Uprising | 2
2
Consumers prefer digital self-service.
75% of consumers prefer to use online support if it is reliable and provides accurate and
complete information.
Source: Coleman Parkes Amdocs Survey
75%
3
Multiple studies show that consumers today
prefer to go online and self-serve for answers
rather than picking up the phone or sending an
email. Customer experience leaders need to
recognize that a simple search functionality
on your website will not provide the self-service
experience that customers want. The key
to keeping your customers happy is with
leading digital self-service technology (such as
Virtual Agents) that provides fast, accurate and
complete answers to customer questions online.
Live chat will bring customers back to your website.
63% of online consumers said they were more likely to return to a website
that offers live chat.
Source: Making Proactive Chat Work, Forrester Research Inc.
Consumers want their interaction
with your organization to be digital, so
be sure to give them acceptable options
for digital support or risk driving them
away. As this stat shows, a great way to
provide this support is to provide your
customers with easy ways to escalate
customer service issues through live
chat. You’ll not only improve the
experience in the moment, you’ll
also give customers the confidence to
return to your site in the future.
© 2015 IntelliResponse Systems Inc. Customer Uprising | 3
4
Make the live support experience superior with better agent KM tools.
Customer service agents often use multiple disconnected applications when resolving a
single customer issue. This lack of a standardized discovery process negatively affects agent
consistency and productivity. More importantly, the longer call handling times that result
have a detrimental impact on customer satisfaction.
Source: Transform The Contact Center For Customer Service Excellence, Forrester Research Inc.
?
?
5
?
Don’t let your customers revolt due to
inefficient, disorganized knowledge management
and ill-equipped live agents. If a customer does
need to escalate through the phone channel, have
a standardized discovery process in place for agents
so the call can be resolved quickly, and turn a
potential for rebellion into a CSAT win.
?
Mobile is the preferred path to finding answers and information.
Mobile search will generate 27.8 billion more queries than desktop search by 2016
Source: BIA/Kelsey Report, 2012
Give your customers the speed and
convenience of exceptional virtual agent
technology right on their mobile phones.
This means providing customers with a
means to ask their question in natural
language and delivering a single correct
answer without cluttering the mobile
screen with extraneous information.
Your customers want to self-serve in
all channels, but the mobile channel is
arguably the most important. If you can’t
offer your customers the mobile experience
they expect be prepared for an uprising!
© 2015 IntelliResponse Systems Inc. Customer Uprising | 4
6
Consumers do not want to exert effort when interacting with you.
62% of customers report having to contact companies more than once
in order to resolve their issue.
Source: The Effortless Experience, Matthew Dixon, Nick Toman and Rick DeLisi
Generally, the more effort your customers invest to
resolve an issue, the less likely they are to remain loyal
to your business. One way you can test this for yourself
is to visit your company website and try to find single
accurate answers for ten common questions. Can customers
ask questions in simple natural language? Or does getting
the right answer depend on knowing what search words to use?
Is a single, accurate answer always offered? Or do search results
turn up multiple possible answers? Is the experience ‘complete’ in the sense that it results in
a clear and undeniable resolution? Or is it likely your customers will have to call or email you
in order to get what they need?
Most organizations are surprised to discover just how much work a customer must exert in
order to do business with them.
7
Companies will need to know what customers want ‘Next’ before they do!
Immediate resolution will not be fast enough as customers will expect companies to
proactively address their current and future needs.
Source: Customers 2020 Report
Today’s leading digital self-service solutions harness
incoming customer questions across all digital channels
and organize this data in real time to paint a very clear
picture of the questions involved along a particular
resolution path. When customers ask a question
in your digital channel, they can be served with the
next-most-likely question on their purchase path,
without having to enter the question. What’s more,
customers who ask a question that typically requires
a more detailed conversation with a live agent can be
immediately presented with the call center phone
number and encouraged to call right away. This makes
it easier to keep customers in your camp by way of
next issue avoidance and full issue resolution.
© 2015 IntelliResponse Systems Inc. Customer Uprising | 5
111
1
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there were 21,280 customers or prospects onYour
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[email protected]
1-866-454-0084
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with your company, but could not. And the majority of these consumers went immediately to a competitor.
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© 2013 IntelliResponse Systems Inc.
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2013
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THE BUSINESS CASE FOR DIGITAL SELF SERVICE: TOP-LINE REVENUE | 4