Customer Experience More Important Than Ever as New Report Finds Nearly Half of Consumers Say It Shapes Their Brand Opinion

Execs In The Know survey underscores the importance of investing in CX solutions; research finds a multi-channel approach is a must to meet consumers’ support preferences

Hinduja Global Solutions (HGS), a global leader in business process management (BPM) and digital user experience solutions, shares its expertise as a contributor and exclusive sponsor of the Execs In The Know CX Leaders Trends and Insights: Consumer Edition 2021 report. The report, conducted by Execs In The Know, an executive think tank and global community of customer experience (CX) professionals, reveals how brands can optimize their customer care with digital and unassisted channels as expectations change.

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Key Findings:

  • Consumers want a quick and easy process to resolve issues. Only 10% of consumers said resolving their customer care issues has gotten easier in 2021, compared to an average of 34% over the past three years. Consumer’s rank “Fair and Honest Treatment” (29%) and “Quick and Easy Process” (25%) as most important when dealing with customer care to resolve their issues.
  • Digital and unassisted channel adoption continues to rise. In 2021, 64% of consumers used the phone to engage with customer support. Yet, consumers indicated a lower preference for voice (40%) and a higher combined preference for SMS-based support (39%) and self-help (15%) if they knew their issue was going to be resolved.
  • Investments are still needed to address rising customer expectations. Today, consumers still rank improving the Customer Care Experience as the top opportunity where brands can improve at 53%. Creating better products and services top the list at 41% of consumers sharing where brands could most effectively improve the customer experience.

“The survey results show that it’s no longer enough to provide exceptional customer care through one channel or another,” said Andrew Kokes, Senior Vice President, Global Head of Marketing, HGS. “Consumers now expect brands to anticipate their needs and proactively help them get the right answer fast. When one brand raises the bar on speed of service or ease of doing business, consumers immediately expect all companies to elevate to the same experience level. To maximize customer value, brands must think customer centric and make interactions faster and more frictionless for consumers. By leveraging technology to address customers most basic needs and intelligently integrating people when it adds value to an interaction, brands can take customer engagement to the next level.”

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