Efficient Service from Brands Outweighs Personalization

A new survey conducted by IntelliResponse asked consumers their opinions on services from businesses. Out of these 1000 consumers, 59 percent unsurprisingly said they preferred efficient service from the brands they buy from. 24 percent said they preferred personalized service. Another 11 percent said they preferred no conversations between the brand and their purchase, wanting to “buy and say goodbye.”

Also unsurprisingly, nearly 60 percent of those surveyed said if they had questions about the brand or brand’s products, they visited the company website first. One quarter said they would call the company. Only 9 percent said they would use social media or the brand’s mobile app to find the information they need. But within that 9 percent, 60 percent of those consumers were 18-34 years of age and preferred the brand’s mobile app over speaking to a live customer service representative.

David Lloyd, CEO of IntelliResponse, commented on these findings:

"Consumers want the ability to find the answers to their customer service questions, at the time and place of their choosing. Companies need to empower their customers with self-service channels that can instantly deliver the single, right answer to service questions and ultimately provide the efficient experience consumers are looking for."

Those surveyed also commented that out of retailers, telecoms, utilities, and retailers, the following sectors provided the best online experiences:

• Retail – 67.2%
• Telecoms – 17.3%
• Utilities – 13.3%

Finally, 74 percent of consumers surveyed said they expect the same answers on a brand’s website as they would if they contacted its call center.

Sources:

“Your Customers Don’t Want to Have a Conversation…They Want Answers!” 2014. IntelliResponse.com

“Majority of Consumers Think Brands Need to Stop Trying to "Surprise and Delight." 2014 ProvidenceJournal.com

“Majority of Consumers Think Brands Need to Stop Trying to "Surprise and Delight." 2014. Reuters.com

Image Source: Official GDC