Companies are losing customers because of poor
technology-based customer service, according to a report by
Accenture.
Half of UK customers do not think that recent technological
advances in customer service have improved service, and more than
two-thirds have switched provider in at least one industry over the
past year as a result.
A survey by Accenture of 5,000 consumers found around 60% are
unhappy with the service they receive. Part of the solution, the
company said, is to improve service via better
technology-based services.
At the moment, only 39% of customers are satisfied with online
chat and 28% are satisfied with self service. Interactive voice
response systems (IVRs) are particularly unpopular, with only 8% of
customers saying they are happy with the service provided.
Neil Miller, head of customer relationship management at
Accenture UK & Ireland, said, "Understanding the expectations
your brand creates with consumers, and how to meet these
expectations efficiently across service channels, is vital to
capturing reward rather than defection from the customer. While
in-person and phone channel satisfaction rank the highest in the
UK, organisations should focus on their digital channel service
capabilities which are not yet impressing UK consumers."
Customer service quality is one of the biggest factors consumers
consider when choosing a service provider. Miller said that those
who get it right will benefit from higher customer retention -
especially important during an economic downturn.