customer experience study de interactive intelligence
Post on 17-Oct-2014
336 views
Embed Size (px)
DESCRIPTION
Reporte completo del estudio de Interactive Intelligence sobre Customer Experience | #Clienting #CRM #CxExTRANSCRIPT
2013 Customer Experience Research Study | 1
AnsweringTwoKeyQuestionsWhatdocustomerswantinagreatserviceexperience?Whatdocustomersandcompanieswantfromthetechnologybehindthatgreatcustomerexperience?InteractiveIntelligencecreatedseparatesurveystogatherdatatodefineagreatcustomerserviceexperienceforbothpopulations.Thesurveyforconsumerswasfieldedspecificallytoindividualswhohadanoninpersoninteractionwithabusinessinthelast12months;forexample,anonlineortelephoneorder,webchat,orsimilartypeofinteraction.TheprofessionalsurveytargetedITprofessionalsandcustomercareleadersinallindustrieswhowereresponsibleforthetechnologybehindagreatcustomerexperience.BackgroundandMethodologySurveyingwasconductedbetweenFebruary28,2013andMarch25,2013.Atotalsampleof1407and453wasgatheredfortheconsumerandprofessionalsurveys,respectively,amongthefollowingcountries:
10KeyFindingsandConclusionsAknowledgeablerepresentativeandatimelyresponsearethemostvaluablecomponentsofagreatserviceexperienceHotels,onlineretailers,andbanksprovidethebestcustomerserviceexperiencesLiveagentremainsthepreferredinteractiontype,followedbyemailandthenthereisasignificantdroptowebchat,etc.(thisvariesbyagedemographic)HistoricalinformationaccessisdeemedthemostvaluablefeatureofaninteractionNotbeingabletounderstandtheagentisratedasthemostfrustratingpartofaninteractionCustomersaremorewillingtousesocialmediatopraiseagoodserviceexperiencevs.complainingaboutapoorexperienceCustomersarentwillingtopayextraforhigherlevelserviceTheabilitytogetascheduledcallbackwasthemostdesiredmobileapplicationfunctionalityThemostvaluabletechnicalservicetooffercustomersisaneasywaytoprovidefeedbackComprehensivereportingandanalyticsisthetopfeaturedesiredbycontactcenterprofessionals
2013 Customer Experience Research Study | 2
SummaryofFindingsConsumerSurveyInteractionQuestions
Whichdoyouvaluemostinacustomerserviceinteraction?(Resultsdisplayedonascaleof15withlowernumbersrepresentinghigherrankings.)
Thinkingaboutthethingsthatfrustrateyouthemostwheninteractingwithabusinessorserviceprovider,pleaseratethefollowingitems:(ResultsdisplayedincludearesponseofVeryfrustratingonascaleof15.)
4.2
3.1
3.0
2.4
2.2
0.0 1.0 2.0 3.0 4.0 5.0 KnowledgeableRepresentative/Agent
Timely Response
Professionalism
Effective follow-up
Efficiency
Least valued
75%71%
69%66% 66% 66%
56%
42%
9%
0%
10%
20%
30%
40%
50%
60%
70%
80% When speaking on the phone you can'tunderstand the agent
Agent is condescending / demeaning
Lack of effort from the agent
Initial long wait time
Being transferred multiple times beforefinding the right person to help
Agent doesn't have the knowledge toanswer my question
Need to repeat information at differentpoints of interaction
Being put on hold during your interaction
*Other
2013 Customer Experience Research Study | 3
Haveyoueverhadanexceptionalcustomerserviceexperiencethatmadeyouwanttotellfamilyorfriends?
Inyouropinion,whatindustriesprovidethebestcustomerserviceexperience?(ResultsdisplayedincludearesponseofVerybestandSomewhatbestonascaleof15.)
59%
41%
Yes
No
61%
51%
45%
39%35% 35% 35%
33% 32%
17%
0%0%
10%
20%
30%
40%
50%
60%
70% Hotels
Online Retail Stores
Banks
Healthcare Providers
Insurance Companies
Airlines
Technology Providers (Cellular Phone,Cable TV, Satellite TV)Utility Providers (Gas, Power, Water)
Credit Card Providers
Government Agencies
*Other
2013 Customer Experience Research Study | 4
Whatmethodsdoyouprefermostwhenitcomestointeractingwithcustomerserviceorsupport?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)
Whatmethodsdoyouprefermostwhenitcomestointeractingwithcustomerserviceorsupport?(Resultsdisplayedbypercentofmostpreferred.)
5.4
5.4
4.4
3.6
3.3
2.7
1.9
0.0 1.0 2.0 3.0 4.0 5.0 6.0Live Agent via phone
Live agent via web chat
Website
Self Service from a Smartphone ortablet
Social Media Outlet
*Other
Least valued
59%
17%
12%
5% 4%1%
0%
10%
20%
30%
40%
50%
60%
70%Live agent via phone
Live agent via web chat
Websites
Self Service from a Smartphone ortablet
Social Media Outlet
2013 Customer Experience Research Study | 5
Nowthinkingofthosebusinesses/servicesprovidersthatyoudorepeatbusinesswith,howvaluablearethefollowingattributestoyouwhenyouhaveaninteractionwithcustomerserviceorsupport?(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)
Whatdoyoufeelistheappropriateresponsetimeaftersubmittingaquestionorrequestusingeachofthefollowingmethods?
65%
49%
27%
0%
10%
20%
30%
40%
50%
60%
70%
Staff has access to my history and currentactivities with that company
Having the same agent help you each time
Being greeted by name
8%
20%
8%
2%
10%
26%
30%
15%
3%
7%
41%
29%
25%
8%
11%
19%
12%
20%
12%
12%
6%
4%
16%
16%
12%
0%
3%
12%
24%
19%
2%
5%
35%
29%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Telephone Web Chat SMS/Text Email Website
Expect immediateanswer
Less than 1 minute
1 to less than 3minutes
3 to less than 5minutes
5 to less than 10minutes
10 minutes or over
24 hours
2013 Customer Experience Research Study | 6
Whatpercentofthetimedoyouusethefollowingcustomerserviceorsupportmethodstointeractwithabusinessorserviceprovider?
Wouldyoubewillingtopayafeetoreceiveahigherlevelofservice?
52%
21%
9%
8%
4%
3%3%
Phone
Web chat
Website
SMS/Text
Social Media
Self-Service from aSmartphone or tablet
Other (written, fax, etc.)
77%
14%
9%
No, I expect good service as part ofdoing business
Yes, if reasonable
Yes, for certain service providers
2013 Customer Experience Research Study | 7
SummaryofFindingsConsumerSurveyTechnologyQuestions
Howvaluableishavingthefollowingpiecesofinformationavailabletoanagentbeforeyouhaveaninteraction?(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
Withregardstocustomerserviceorsupportinteractions,howvaluableisittoyouthatavendorprovidesthefollowing:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
93% 90%
77%
64%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Account Information
Past conversations /exchanges
Past purchase history
My location
94%
83%
56%52%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
No need to repeat information iftransferred
The ability to provide feedback onyour interactions once completed
Offer self-service via mobileapplications
Offer speech recognition as well astouch tone for self-service
2013 Customer Experience Research Study | 8
Pleaseratethevalueofeachofthefollowingbeingavailableforyoutousewhenyouareinteractingwiththatcompanyscustomerserviceorsupport:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
Pleaseratethevalueofeachofthefollowingbeingavailableforyoutousewhenyouareinteractingwiththatcompanyscustomerserviceorsupport:(ResultsdisplayedincludearesponseofExtremelyvaluableorValuableonascaleof14.)
95%91%
64%
50% 47%
38%34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%Phone
Web chat
SMS/Text
Self-Service from a Smartphone ortablet
Interactive voice response (IVR)
Social Media
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
18-24 25-34 35-44 45-54 55-64 65+ TotalConsumer Age
Phone
Web chat
SMS/Text
Self-Service from aSmartphone or tablet
Interactive voiceresponse (IVR)
Social Media
2013 Customer Experience Research Study | 9
Whatwouldpromptyoutoshareacustomerserviceorsupportexperienceonasocialnetworkingsite?
Haveyoueversharedacustomerserviceorsupportexperienceonasocialnetworkingsite?
54%
36%34%
26% 26% 25%
1%0%
10%
20%
30%
40%
50%
60%
Great experience
Horrendous experience
Terrible experience
Still looking for answers
None of these
Unanswered question
*Other
35%28%
35%
20% 17% 13%
27%
65% 62% 65%
80% 83%87%
73