Seventy-seven percent of Americans think companies that offer multiple channels as part of their customer service are easier to do business with and 74 percent say they provide better service, according to a recent study by Aspect Software, a provider of customer interaction management software.
What’s more, 67 percent agree they feel more in control of their relationship with a company when it offers multiple channels for customer service, the study found.
“Simply providing access on multiple channels is not enough,” said Jim Freeze, senior vice president and chief marketing officer at Aspect. “As the ‘multi-channel customer experience’ – where an interaction can start on one channel and seamlessly transition to another – becomes the new gold standard, contact centers are emerging as the new center of the customer experience. Companies must align their people, processes and the growing number of company [to] customer touch points to lessen frustrations and deliver consistent and remarkable customer experiences.”
Aspect’s software aims to unify three facets of modern contact center management: customer interaction management, workforce optimization and back-office.
The company’s recent survey consisted of 2,500 American adults 18 and older, of which 2,158 have contacted customer service. The survey was conducted from February 28 to March 3, 2013.
The company says survey results reveal “continued frustrations with companies’ customer service,” revealing that four in ten (42 percent) say they would rather experience a trip to the DMV than contact customer care.
Further, 64 percent do not feel they are treated like valued customers when they interact with customer service. Consumers’ most common gripes include being directed to an automated response (67 percent) and having to repeat themselves (65 percent), according to the study.
There seems to be a growing demand for service via social media. The survey found that 42 percent of respondents would rather have companies use social media for good customer service than to promote their products. Just 1 percent said they experience the best service on social.
Still, 9 percent say they have threatened to share a bad experience with a company on social media.