According to a recent study by Emplifi, the leading unified customer experience platform, customer service would be the number one reason a consumer abandons or stays with a brand.
We live in an era in which social networks have become a great tool for consumers, especially when making a complaint, claim, suggestion, etc.
From the beginnings of MSN Messenger, the instant messaging program created by Microsoft, to the fashionable social network, TikTok, each of the platforms that we have encountered along the way have given rise to a new culture in terms of the use of language
And it is that, according to the Digital 2021 study, cited by StatisticalInternet users spend around six hours and 54 minutes connected to our social networks. Whether through a computer, a smartphone or any other device, the reality is that, as reported by said study, we spend more time online.
However, social networks are not the only communication channels through which consumers approach brands.
Emplifi, the leading unified customer experience platform, produced a report called “11 key aspects that consumers expect today from their brand experiences”which shares data on customer expectations in their experiences with B2C brands.
This study analyzes everything, from the expected response times in the customer service of the call center to the relevance of CX (customer service in English) for brand loyalty.
Of a total of two thousand consumers surveyed from countries such as the United States and the United Kingdom, the report of Emplifi is deadly in stating that 86 percent of consumers would abandon a brand they were once loyal to after two or three bad customer service experiences from their customers. call center.
On the other hand, 63 percent of those surveyed confirmed that they would leave a brand due to poor customer experience, and even 49 percent revealed that this was the main reason why they left a brand that they had disliked. been loyal during the last 12 months.
“Today there is a huge disconnect between what consumers expect and what brands deliver when it comes to CX. Consumers have many more options to choose from after a bad customer experience. If a company isn’t providing exceptional CX, their customers will turn to the competition, no matter how loyal they may have been before.” Shellie VornhagenCXO of Emplifi.
Somehow, what the results of the report show is the importance of customer service in terms of the perception and results of a brand. To cite one example, the study found that a slow wait time is the biggest contributor to a negative experience, followed by a lack of 24/7 customer service.
52 percent of surveyed consumers reported that they expect brands to respond within one hour through digital channels. Also, 22 percent said they preferred social media, 19 percent email, and 16 percent website chat.
In that sense, the brands that do not prioritize CX initiatives are the ones that most jeopardize the loyalty of consumers and, consequently, their income.
“While the report results refer to consumers in the United States and the United Kingdom, we believe that people today want an exceptional customer experience, no matter where they are. The good news is that the technology needed to bridge the gap in the customer experience throughout their buying journey is now available. Without question, brands that invest in advanced CX platforms will always outperform the competition,” said Shellie Vornhagen.
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