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%

73%

0%10%20%30%40%50%60%70%80%90%

100%

18-24 25-34 35-44 45-54 55-64 65+ TotalConsumer Age

Yes

No

2013 Customer Experience Research Study | 10

Whichofthefollowingbestdescribeshowyousharedyourexperience?

Didthecompanyrespondtoyoursatisfaction?

73%

40%

21%

15%

8%

0%

10%

20%

30%

40%

50%

60%

70%

80%

On my personal Facebook wall

On the company's Facebook page

Tweeted the experience throughTwitter without mentioning thecompany's name

Tweeted the experience throughTwitter with the company's nameon a hashtag

*Shared the experience on adifferent social networking site

54%

46%

Yes

No

2013 Customer Experience Research Study | 11

Whatfrustratesyoumostaboutcustomerserviceorsupportinteractionsusingamobiledevice?

Whichofthefollowingcapabilitiesdoyouvaluemostinacustomerserviceinteractionwhenusingamobiledevice?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)

13%

23%

28%

36%

No frustrations with customer service orsupport when using a mobile device

Not having the ability to request a callback / call back at a set time

Having to leave the app and manuallydial a customer service number

Sending an email then having to wait toolong until you get a response

3.5

3.5

3.2

3

1.8

0 0.5 1 1.5 2 2.5 3 3.5 4 Ability for a call back when agentbecomes available

Phone self service

Automated proactive reminders ornotification

Speech recognition

Priority routing based onmembership, status, importance

Least valued

2013 Customer Experience Research Study | 12

SummaryofFindingsProfessionalSurveyInteractionQuestions

Whatmethodofinteractionwithyourcustomersdoesyouorganizationmostprefer?(Resultsdisplayedbypercentofmostpreferred.)

Whatmethodofinteractionwithyourcustomersdoesyouorganizationmostprefer?(Resultsdisplayedbyaveragerankwithlowernumbersrepresentinghigherrankings.)

52%

19%

12% 12% 11%

6%

0%

10%

20%

30%

40%

50%

60%

Live agent via phone

Email

Website

Self Service from a Smartphone ortablet

Live agent via web chat

Social Media Outlet

Consumers preferred:Phone - 59%Email - 17%

4.0

3.4

3.4

3.0

2.8

2.0

0.0 1.0 2.0 3.0 4.0 5.0Live agent via phone

Email

Live agent via web chat

Self Service from a Smartphone ortablet

Website

Social Media Outlet

Least valued

2013 Customer Experience Research Study | 13

Whatpercentoftimedoesyourcustomersupportorserviceorganizationuseeachofthefollowingchannelswithyourcustomers?

Throughwhichofthefollowingsocialnetworksdoyouinteractwithcustomers?

34%

20%

13%11%

8% 8% 7%

0%0%

5%

10%

15%

20%

25%

30%

35%

40%Phone

Email

Web chat

Website

SMS / Text

Social Media

Self Service from aSmartphone or tablet*Other

94%

62%

42%

4%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Facebook

Twitter

LinkedIn

*Other

2013 Customer Experience Research Study | 14

Howvaluableisittoyoutobeabletooffereachofthefollowingservicestoyourcustomers?(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)

Pleaseratethevalueofthetechnologysolution'sabilitytoprovidecustomerinteractionviathefollowingmethods:(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)

66%

60%

52%

44%42% 42%

35% 34%

0%

10%

20%

30%

40%

50%

60%

70%An easy way to provide feedback on interactionsonce completed

When transferred, the new agent has the customer'sinformation and they don't have to start over

Complete interaction history available to agents, nomatter the channel

Phone self service

Customer being able to place their self in queue for acall back when agent becomes available

Priority routing based on membership, status,importance

Offer self service via mobile applications

Offer speech recognition as well as touch tone in theinteractive voice response (IVR)

Consumers preferred:Info transfer - 94%Feedback ability - 83%

76%

60%

44%

33%31% 31% 31%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Phone

Email

Web Chat

Social Media

Interactive voice response(IVR)

SMS / Text

Self Service from aSmartphone or tablet

Consumersrankedemailatastrong91%

Consumers rankedsocialmedialast,althoughthe%wassimilarat34%

2013 Customer Experience Research Study | 15

Howvaluableareeachofthefollowingfeaturestoyourabilitytomanageyourcustomerserviceandsupportservices'needsbusiness:(ResultsdisplayedincludearesponseofExtremelyvaluableonascaleof14.)

Whatdoyoufeelistheappropriateresponsetimeafteracustomersubmitsaproblemusingthefollowingmethods:

63%59%

49%45% 44% 44% 43%

34%

0%

10%

20%

30%

40%

50%

60%

70% Comprehensive reporting

Real time monitoring and alerting

Screen pop customer information to an agentwhen an interaction is routed to them

Management information available via portals /dashboards

Single point of system administration

Connecting customers on mobile devices directlyto the contact center

Real time keyword spotting

Speech recognition

27%

15%

7%

6%

10%

26%

23%

16%

8%

9%

25%

28%

23%

11%

15%

9%

16%

21%

14%

13%

8%

9%

17%

20%

14%

3%

7%

11%

24%

19%

1%

2%

4%

17%

21%

0%

5%

10%

15%

20%

25%

30%

Phone 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

Only 8%ofconsumersexpectedandimmediateanswertoaphonecall

2013 Customer Experience Research Study | 16

Doesyourorganizationallowcustomerstopayafeeforhigherlevelofservice?

Doyouthinkallowingcustomerstopayafeeforahigherlevelofserviceisabeneficialoptionforyourorganizationand/oryourcustomers?

53%

47% Yes

No

77%ofconsumerswon'tpayforahigherlevelofserviceifoffered

63%

18%

10%

9%

No, would not be beneficial to myorganization or customers

Yes, it would be a beneficial optionto both my organization andcustomers

Yes, but only a beneficial option tomy customers

Yes, but only a beneficial option tomy organization

2013 Customer Experience Research Study | 17

ConclusionsBasedonconsumerexpectations,communicationschannels,andcustomerserviceoutcomes,surveyrespondents(consumers)aroundtheglobesharemanyofthesameviewsinwhatcontributestoagreatcustomerexperience.Chiefamongthoseviewsisthatarepresentative/agentwhoisknowledgeable,quick,andfriendlyindeliveringaneffectiveresponsetoanissueisseenasthemostvaluedaspectofacustomerserviceinteraction.Atthesametime,consumersconsidertheiraccountinformationtobethemostvaluablepieceofinformationanagentcanhaveavailablebeforeinteractingwiththem.Equallyimportanttoconsumersisnothavingtorepeatinformationiftransferredduringaninteraction.Regardlessoftheircountryoforigin,consumersprefertointeractbyphonewithaliveagent,followedbyemailandwebchat,andconsideranacceptabletelephonewaittimetobelessthan3minutes.Notbeingabletounderstandanagentwhenspeakingonthephone,however,isaleadingfrustration.Moreconsumersalsohaveusedalaptopand/ordesktopcomputerforcustomerservicevs.asmartphoneortablet,while52%ofconsumershaveusedorwoulduseFacebooktointeractwithacompanyforcustomerservice.Formobilecustomerservice,smartphoneuseisatpresentfarhigherthantabletuse,withthemostvaluablemobilecapabilitybeingtheoptiontorequestacallback.Conversely,wheninteractingviaemail,mobileconsumersdislikehavingtowaittoolongtogetaresponse.Byindustryandservicesector,consumersreportthatindustriesprovidingthebestcustomerserviceexperiencesarehotels,onlineretailstores,andbanks.Technologycompanies,utilitiesandgovernmentagenciesareratedworst.Ultimately,consumersexpecthighlevelsofservicetobethestandardforcustomerservice,andtheyarenotwillingtopayextraforservicethatmustbeotherwiseoptimized.KeyfindingsofourProfessionalSurveymirrormanyofthosefromourConsumerSurvey.Professionals,forinstance,valueatimelyresponsemostinaserviceorsupportinteractionwiththeircustomers.Liveagentphoneinteractionsarealsothepreferredmethodbyprofessionalsorganizationswheninteractingwithcustomers,followedbyemail,andthenwebchat.(AnexceptionisGermany,inwhichemailisthemostvaluablecommunicationmethod,followedbythephone.)Professionalsadditionallyagreewithconsumersthatwaittimesshouldbelessthan3minutesforphonecalls,aswellasforwebchats.Somewhatdifferentthanconsumers,professionalsusesocialmediaatahigherrate,withtheircompanieshavingusedFacebook(94%)andTwitter(64%)tointeractwithcustomers.Asreportedbyallprofessionals,themostvaluableservicetooffercustomersisaneasywayforthemtoprovidefeedbackoncetheirinteractionsarecompleted.Similarlyamongprofessionalsoverall,comprehensivereportingisseenasthetopfeatureinmanagingtheirorganizationsbusinessneedsforcustomerandsupportservices.Technologywise,87%ofprofessionalsindicatethattheirorganizationissatisfiedwiththeircommunicationsoftwareandservices,althoughonly36%ofprofessionalssaytheyhavehadanexceptionalexperiencewithacompanythatprovidescommunicationsoftwareandservices.(Professionalsreportinganexceptionalexperiencecitequalityoftechnologiesaswellasthe(vendor)companysabilitytodeliveranaptandeffectiveresponseifanissuearises.).Lastly,whereas53%ofprofessionals/organizationssurveyedallowtheircustomerstopayafeeforahigherlevelofservice,moreprofessionalsinGermany,SouthAfrica,andNorthAmericareportthattheirorganizationdoesnot.Overall,thequestfordeliveringagreatcustomerexperienceisatoppriorityforcompanies.Andconsumersaremakingitclearthattheyhavecertainpreference,likes,anddislikes.Asthisresearchshows,themoreproviderscanalignwiththedetailsofwhatconsumersarelookingforinagreatcustomerexperience,themoretheserviceexperiencecanbecomeagreatcompetitivedifferentiatorfortheirbusiness.

2013 Customer Experience Research Study | 18

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