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Industry Research : Invoca Report Finds Most Consumers Want to Call Businesses, but Only Half are Satisfied with the Experience

#contactcenterworld, @invoca

Consumers want to call businesses directly before making a high-stakes purchase, according to a new report published today by Invoca, a provider in conversation intelligence for revenue teams.

The "Invoca Buyer Experience Benchmark Report," analyzes the sentiments of 500 U.S. consumers and pinpoints the importance of the phone call in the buyer journey for purchases that require consumers to do research or put more thought into a decision — often due to complexity or cost of the item or service — particularly over the past year of volatility. The study found that 68% of consumers find the human connection aspect of calling businesses attractive and say they prefer to communicate in this way more than any other channel, including online channels like chat or email. However, just over half of the respondents said they were satisfied with their experience calling a business overall.

Human Conversations Have a Significant Impact on the Buying Experience

With storefronts closed and consumers limiting physical interactions, eCommerce sales skyrocketed in 2020, reaching upwards of $860 billion — an unprecedented 44% increase from the year prior. While consumers turned to online channels to make everyday purchases, they still want human assistance to complete more complex transactions. Consumers frequently call businesses to get this help, and the Invoca report found that this isn't a last resort. In fact, the study found people prefer to call. Specifically, most respondents call to do more research (44%) and, simply, because they feel most comfortable completing high-stakes purchases on the phone (30%).

"In these high-stakes transactions, consumers want to feel confident that they are making the right buying decision, and offering a human touch is the best way to provide that reassurance and build a rapport with them," said Dee Anna McPherson, CMO of Invoca. "However, this also means that businesses must pay close attention to the experience that their customers are having on the phone and implement the technology needed to perfect it, because it can make or break the reputation of their brands."

Invoca's Spring 2021 Buyer Experience Benchmark Report key findings include:

Productive and effective conversations can inspire long-term confidence and loyalty from consumers. For instance, 50% of consumers report finding agents more helpful now than before the pandemic, and around half (51%) of respondents feel satisfied with their interactions overall and believe their business is valued (45%).

Yet, if businesses aren't making contact center calls a priority, poor experiences push customers in the opposite direction. A top reason for customer dissatisfaction when calling is long wait times, which is acutely felt in transactions with travel (46%), insurance (43%) and healthcare (43%) businesses. Three out of 4 consumers will hang up after being placed on hold, with only 6% of callers holding out for 30 minutes or longer.

Consumers also expect businesses to know their reason for calling, with 71% believing businesses already know these details; yet, in reality, almost 8 in 10 callers said they are rerouted at least once.

Over half of consumers (53%) also say they need to repeat their reason for calling to multiple agents. Transfers can understandably cause customers to feel frustrated (35%), less inclined to purchase (22%) and cause distrust in the business (16%).

Consumers are beginning to venture out into the world again, though the desire for information and support from real people remains stronger than before the pandemic. Consumers expect patience and empathy from these interactions, so it's critical that businesses' sales, marketing and support teams ensure a smooth and more efficient customer experience. By empowering agents with data and investing in technology that gets customers to the right person right away, businesses can nurture these important relationships, accelerate revenue growth and increase customer loyalty.

Survey Methodology
Survey respondents consist of 500 U.S. consumers who have completed a high-stakes purchase in automotive, financial services, healthcare, home services, insurance, telecom, and travel between March 2020 and March 2021. A HIGH-STAKES PURCHASE is defined as one that you take time to weigh options, research, and/or put more thought into before making a decision, due to complexity and/or cost of the item or service. Examples of this include buying a car, home improvements like a new roof, signing up for cable service, insurance policies, mortgages and loans, finding a new healthcare provider or purchasing travel accommodations.

#contactcenterworld, @invoca

Posted by Veronica Silva Cusi, news correspondent

About Invoca:
Company LogoInvoca helps the modern marketer optimize for the most important step in the customer journey: the phone call. With Invoca's Call Intelligence platform, marketers can get granular campaign attribution to understand why customers are calling, gain real-time intelligence about who's calling and analyze what's being said in conversations. Marketers can put this data to work directly in the platform by automating the ideal customer experience before, during and after each call.
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Today's Tip of the Day - Call-backs

Read today's tip or listen to it on podcast.

Published: Monday, July 19, 2021

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2024 Buyers Guide IVR

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Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.

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Get the benefits of an expensive, on-premise telephone system without the high price tag and annoying maintenance.

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eGain SmartIVR
eGain SmartIVR is an over-the-top solution to modernize IVR systems. Businesses can offer smartphone callers an easy choice to resolve queries via digital messaging and intelligent self-service. And they can optimize the IVR experience with end-to-end analytics.

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Whether a customer is running a Call Center business, an IVR system to take phone orders or a voice mail service bureau, he still needs inbound lines and access numbers (DIDs). These lines and DIDs give customers the ability to call in and use the service. Traditionally, these lines and DIDs were obtained through the local telephone company (i.e. Verizon, AT&T or Time Warner) and a company could only purchase numbers with area codes in the region the system resided. With VoIP, this has changed.

DID Live is an IP DID service that allows you to accept incoming calls via VoIP as an alternative to standard digital or analog lines. The service provides the same quality of sound you expect from...
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Voice self-service can reduce cost and improve customer satisfaction. As with every system implementation, it is not the software, but the implementation that will define the success of the project. This also holds true for self-service implementations. Pointel follows a unique and proven process to implement voice self service. This process has been fine-tuned through years of experience implementing contact center and self-service applications. Pointel can design and develop solutions that will meet and exceed our client’s voice application needs. With several years of experience in Genesys GVP(Genesys Voice Platform) implementation and integration, Pointel can provide an integrated voice...
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