Industry Research : Application Users Want Quick Connection to Customer Service
According to a study commissioned by Virtual Hold Technology(R) (VHT(R)), a provider in conversation strategies that bridge the self-service gap between customers and the people who can help, more than 80% of smartphone users with financial apps say they want a solution that enables them to easily and directly contact or request a callback from a customer service representative from their app without dialing a toll free number, starting all over, repeating account information or waiting on hold.
The study, conducted for VHT by The Adcom Group, takes a close look at consumers who use mobile apps to perform tasks in real-time. It uncovers the problems they encounter completing those tasks and also categorizes the behaviors that result. With one billion smartphones expected to be in use by 2016 and with financial apps being among the popular with consumers, it was important for VHT to investigate the brand perceptions that are a result of both positive and negative financial mobile app experiences.
"Customers using smartphones expect in-the-moment service, literally at their fingertips. But getting through to a real person who can help finish the conversation remains quite a challenge," said VHT CEO Wes Hayden. "Mobile apps offer new opportunities to enhance customer service, and VHT is uniquely positioned to solve this problem because, for than a decade, our intelligent callback technology has been connecting customers who dead-end in self-service with the people who can help in contact centers."
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Published: Monday, September 24, 2012