Written by Dave Cunningham
Friday, 11 May 2012
A recent survey that was commissioned by Nuance Research and conducted by Vocal Laboratories Inc. (Vocalabs) shows that 2 out of 3 mobile app consumers would rather self-serve than speak to a person for customer service inquiries.
Convenience proves to be the largest contributing factor - 75 percent of consumers said that self-service is more convenient, while only six percent stated that speaking to a person is always more convenient.
The majority of the survey participants (92 percent) said they felt a company was innovative after positive customer service experiences. 89 percent felt those companies were customer focused, 88 percent felt they were easy to do business with, and 86 percent stated that they had high confidence in these companies’ strength.
On the other side, developers of mobile apps that deliver negative customer service experiences suffer an almost equal opposite effect. 81 percent of consumers shared that felt discouraged from using the app in the future after a “bad” customer service experience, and 77 percent questioned the company’s ability to serve customers, while still another 73 percent had a lower opinion of the company. 58 percent of consumers said they wanted to switch to a different company. Another interesting fact that was found by the survey is that a sticking point for consumers was identity verification. 68 percent cited that the need to verify identity more than once “frustrating.”
“The opportunities for companies to better serve their customers have never been greater. This latest research underpins that consumers are more and more preferring to self-serve over speaking with a person,” said Dan Nordale, vice president, enterprise marketing of Nuance Communications. “We’ve found that companies that offer voice-enabled solutions to make self-service interactions faster and easier, especially in the mobile channel, are enjoying a significantly positive impact on their brand and business.”
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