Companies are Long Way from Getting Customer Service Right

Customer engagement platform Dixa has revealed new data that shows brands are struggling to meet evolving consumer demands and expectations. 

Research from the CX platform has revealed that the majority (92 per cent) of consumers are unlikely to re-purchase from brands with poor customer service practices.

Based on a survey of 3000 consumers and 1500 service agents within the US and the UK, the findings shed light on what brands could do to reconnect with their customers.

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The Impact of Bad Customer Service

Two thirds of consumers (66 per cent) say companies are ‘still not getting customer service right’, and a further 63 per cent said they feel ‘constantly frustrated’ when interacting with customer service agents. Consumers’ top frustrations include: being passed through to multiple service agents (59 per cent), having to repeat details of the issue they are in contact about (53 per cent) and long hold times (40 per cent).

One poor experience is enough for 95 per cent of consumers surveyed to consider never returning to the brand. Eight in ten consumers (83 per cent) reported that if they received better customer service, they would spend more with a company.

The Effect of Covid-19 on Customer Expectations

Around two thirds (61 per cent) of consumers have had their expectations of CX increase since the onset of the pandemic, with 34 per cent now expecting better support across digital channels. A further one in four (25 per cent) consumers said they want a better balance between human interaction and digital tech solutions and 22 per cent now expect issues to be resolved faster, highlighting the lasting impact the pandemic has had on consumer demands. 

Mads Fosselius, CEO and co-founder of Dixa, said: “Brands have long begun incorporating omnichannel and multi-experience to form an interconnected online community for their consumer base. Yet, many brands have clearly forgotten what it takes to forge a community and real connection or in other words, great customer service. It is the most important driver of profits for brands, and its significance has grown in tandem with the pandemic as a non-negotiable baseline requirement for companies.” 

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