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Omnichannel customer service: what people really want

Customers want the care that comes from dealing with a human, but also the expediency associated with service automation. Not only that, but they actually have… View Article

RETAIL SOLUTIONS

Omnichannel customer service: what people really want

Customers want the care that comes from dealing with a human, but also the expediency associated with service automation. Not only that, but they actually have different expectations for different support channels, and companies who want to maintain loyal customers need to understand that and provide omnichannel customer service with a human touch.

This is a key insight illuminated by our new Multi-channel Customer Care Report, a Loudhouse Research study commissioned by Zendesk that surveyed more than 3,000 consumers in USA, the UK, and Australia. The study looked at the how increasing customer demands are rapidly changing the multi-channel customer service landscape.

Amidst a growing multitude of channel options, consumers don’t just want support on a variety of channels, they want omnichannel customer support, or support across a spectrum of channels, each one optimized for an experience best suited for that channel.

The type of inquiry customers want to make, such as whether they want to check a price, get details on a product, place an order, arrange a delivery, or lodge a complaint, will inform which channel they want to use to communicate with the company and receive support. It’s the nature of the interaction, and the amount of time someone has on their hands, that helps people determine the most convenient channel at any given time.

It’s a question of preference
To be successful, companies must monitor and measure the different types of interactions that occur on specific channels and use that data to optimize each channels to meet customer expectations. The report found that:

The telephone is still the preferred channel for resolving a query, although its use has dropped slightly, with 47% of respondents opting for it in 2016, compared with 54% in 2013. Emailing is still in favor, but in slight decline, falling from 48% three years ago to 40% now.Live chat and click to chat through a website have boomed in popularity since 2013, growing from 18% to 32%. Any company using data from just three years ago might already be relying on information that is slightly out of date, and run the risk of crafting multi-channel experiences that alienate customers. The point is to continually measure and adjust strategies accordingly.

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Omnichannel Futures Conference 2020
Omnichannel Futures Conference 2020
5 February 2020
Cavendish Conference Centre, 22 Duchess Mews, London W1G 9DT
A truly omnichannel offering requires an understanding of customer behaviour across all shopping channels and how this should impact your overall business strategy
Online Conversion Summit 2020
Online Conversion Summit 2020
April 30 2020
The Hallam Conference Centre, London W1W 6JJ
The Retail Bulletin Online Conversion Summit 2020 Partnered by IMRG
Future of Retail Marketing 2020
Future of Retail Marketing 2020
9 June 2020
Hallam Conference Centre, 44 Hallam St, London W1W 6JJ
The Future of Retail Marketing for Customer Engagement
The HR Summit 2020
The HR Summit 2020
1 October 2020
Hallam Conference Centre, London W1W 6JJ
Company values, collaboration with employees and driving a major HR transformation to create a truly omnichannel experience, need to be at the heart of the organisation's culture and brand
AI in Retail Conference 2020
AI in Retail Conference 2020
14 October 2020
Hallam Conference Center, 44 Hallam Street, London W1W 6JJ
CONFERENCE AIMED AT RETAILERS WORKING IN MARKETING, IT, DIGITAL, DATA AND TECHNOLOGY