Today, most consumers prefer to shop online, which in turn has affected their expectations when it comes to customer support. Brands today are treading the line between offering adequate virtual customer support while also ensuring the best service is delivered at all times.
It’s a delicate balance between accessibility, information quantity and timeliness. One that’s proving increasingly difficult to get right. In a recent survey conducted by Yext, 82% of respondents reported that they would be likely to shop elsewhere if they experienced poor customer service. In this article, we’ll uncover the top three takeaways for companies to ensure they’re not just delivering customer service but also building brand loyalty through exceptional experiences.
Empowering Customers through Autonomy
Our research reveals a clear trend: customers now overwhelmingly prefer to handle things online instead of contacting customer service. In fact, a staggering 89% of UK adults believe that self-service is essential.
Interestingly, our survey shows that people aged 35 to 54 have a whopping 93% preference for self-service. And for those between the ages of 18 to 34, more than a third (37%) prefer live chatbots specifically. Meanwhile, our survey demonstrated that customers aged 35 to 54 prefer email, with 40% of them choosing it as their favourite channel for support when contacting brands.
If you’re looking to grow your customer base, providing multiple channels for customer engagement is crucial. By prioritising your user’s journey and offering multiple options like a phone number or chatbot, you can improve their experience. It’s worth noting that 94% of customers who give a company’s customer experience a “very good” rating are likely to recommend the brand.
Navigating the Trust Challenge
In the UK, 79 % of respondents from our survey revealed they trust the accuracy of information housed on company websites the most when searching for product or service information. However, despite this preference, 42% of customers report that help sites rarely provide the answers they need on their first search.
The main reasons include: 61% of help sites do not understand the customer’s question, 50% provide unrelated search results, 33% give out-of-date or inaccurate information, and 26% are difficult to use.
These statistics demonstrate that although customers prefer to find answers independently, providing positive customer experiences is the most effective way to secure customer loyalty and answering customer questions is vital for a positive experience. Â
It is essential to provide customers with efficient, self-service support that can accurately interpret their inquiries and offer prompt solutions with minimal effort. This is crucial in meeting their expectations for customer service, as highlighted by 67% of our respondents who consider customer service to be as important as product quality.
The Power of Site Search
A website with easy-to-find information and helpful tools is crucial for business success. 50% of UK customers have abandoned online purchases due to a lack of information, and 31% have refrained from purchasing altogether because of inadequate help sections.
Customers sometimes need help when self-service is not an option, but getting assistance from customer service can take time and effort. It takes nearly 9 hours to solve a typical issue, much longer than the 14.5 minutes customers expect. Live channels cost businesses around $8.01 per contact, significantly more expensive than self-service tools, which cost an average of $0.10 per contact. That’s why some brands prioritise self-service tools.
However, brands must be ready to offer customers their preferred customer contact avenue if they want to provide an exceptional experience and build loyalty. Poor customer service experiences prompt 40% of UK respondents to switch to competitors. Today’s consumers are increasingly comfortable with online services and seek more independence – they want to interact with brands when and however they feel most comfortable.
Prioritise customers to consolidate loyaltyÂ
Providing efficient self-help solutions can be very beneficial for brands. This empowers customers to find answers independently, which can lead to significant rewards for the company. Insufficient website help info prevents 47% of customers from making online purchases. This demonstrates how customer experience impacts loyalty. To succeed in uncertain times, brands must prioritise X and Y to build a devoted customer base and provide exceptional customer service.
