Customers who prioritise digital channels as a means of interacting have fairly strong preferences. Recent research has revealed that they want personalised, fast, intuitive customer service. And yet, those customers are also more likely to shift their business to other companies than older, loyal customers.
There are pros and cons to this for companies considering how to develop their communications strategies.
Here are some brief insights:
- 8 out of 10 customers prefer personalised service (an increase of 52% year-on-year)
- 2 out of 3 believe that online/mobile device service should be faster and more intuitive
- People who prefer human interaction with companies are more loyal – 58% are with the same providers after 3 years
- Digital customers switch companies – 49% are with the same providers after 3 years
- The need for humans – 80% of respondents prefer human customer service interactions to digital alternatives
- 83% believe that speaking to a customer service representative on the phone or in store will always be important.
- 9 out of 10 customers have concerns about security and data privacy, even as the need for personal service increases.
The customers who prefer digital channels (email, social media, chat) are younger as a demographic, and more likely to use digital channels for basic interactions, but they’re still likely to revert to contacting a company by phone or heading in-store for more complicated transactions. Older customers generally prefer the phone or in-store transactions, also opting for the human element.