The most annoying customer service gripe for consumers is being passed around by call center operatives, new research has revealed. Findings from a survey by customer reviews platform Feefo show how 30% of 2,000 shoppers cited this as their number one annoyance; automated voice systems come in second place with 21%.
More than half (53%) of respondents said their most common frustration is not being able to find any answers to their questions online, which generally leads to them abandoning their purchase or getting in touch with the business via phone, email, live chat, or social media channels.
Another important figure for call centers to bear in mind is that up to 30% of consumers are willing to switch to another brand or retailer if they suffer poor customer service. The survey showed how respondents would be willing to switch after just one negative experience with a company – demonstrating how businesses need to be at their best to ensure they keep their customer base loyal and engaged at all touchpoints.
Importance of Customer Satisfaction
Richard Tank, Feefo’s Head of Digital, said: ‘Consumer confidence and trust is essential to developing an online business that grows, and lasts. Brands small and large must do everything they can to build relationships with their customers, to ensure they keep coming back for more. Listening, learning, and developing more personalized customer experiences is key to long term success. Technology as an enabler must be fully utilized in order for online businesses to achieve this.’
Further findings from the study showed how the majority of online shoppers choose to visit Google or Amazon when looking to make a purchase. Over 40% of respondents said they use Google while 38% choose Amazon as their first port of call.
Richard added: ‘It’s important to recognize that while consumers may start their search on these websites, they often end up buying from somewhere else. Today’s digital landscape is ever-changing and businesses have to meet the needs of their customers across the whole purchase journey in order to maintain sales and brand loyalty.’
According to the report, almost half of respondents said they like to communicate directly with businesses they purchase from using email, rather than phoning a call center. Up to 80% use Frequently Asked Questions (FAQs) to find answers to their questions themselves, and a further 48% would answer one or two pop-up questions as long as it improved their buying experience.
The most common mode of contact after a transaction is by email, with 70 percent of customers choosing it. Businesses that have outstanding customer service tend to gain the continued trust of the customer in question; businesses that don’t tend to risk alienating those customers. With a single negative experience, 30 percent of consumers will be turned into rivals – ensuring that consumer relations are continually faced with the demand to get things right.
‘While Google’s online monopoly on the web has long been documented, it’s clear that Amazon is now just as prominent as the search engine, even though it’s technically an online retailer,’ he says. ‘It’s important to recognize that while consumers may start their search on these websites, they often end up buying from somewhere else.
‘Today’s digital landscape is ever-changing and businesses have to meet the needs of their customers across the whole purchase journey in order to maintain sales and brand loyalty. The findings of this survey emphasize that.’
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