customer experience study de interactive intelligence

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

Email

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

Email

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

Email

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

Email

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

Email

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%

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