A recent survey found that nearly 60% of consumers said they would rather sit in a traffic jam than have a poor customer experience. This was just one of the findings released today by TELUS International, a digital customer experience (CX) provider, to mark National Customer Appreciation Day.
The survey also revealed that nearly half (49%) of all respondents said that if they could only receive customer support in one way for the rest of their lives, their preference would be speaking with a human on the phone. The distant second preference was ‘in person’ (19%). Further highlighting the importance of employing authentic and empathetic individuals to represent your brand, "kind/kindness" was the most popular write-in answer from consumers when asked what customer experience should look like in 2022.
"Nearly 48% of consumers believe that customer experiences should get significantly faster, followed by 43% saying interactions should become more personalized and 36% saying there should be more self-serve or automated options," said Maria Pardee, chief commercial officer at TELUS International. "It’s clear that brands must continue to innovate and evolve how they are connecting with today’s consumers if they want to show them their appreciation every day of the year. Partnering with a trusted CX provider with the right technology enables brands to quickly and effectively address many consumer challenges and concerns. By leveraging AI and automation to give CX delivery agents valuable data-driven insights to personalize and streamline customer-brand interactions, and by introducing the right digital channels, from social media to live chat, companies can meet their customers’ needs today and into the future."
Other findings from the survey of 1,000 U.S. consumers included:
- More than a third (44%) of respondents said that nothing - not even price, convenience, or if it’s a brand they truly like - excuses a poor customer experience
- Respondents preferred a more personalized customer experience (64%) over ones that saved them time (36%)
- Long wait times were the top pet peeve (32%), followed by not having the option to speak with a human (25%) and numerous transfers to different individuals (25%)
One final finding: Almost one-third of consumers (27%) identified Darth Vader as a fictional character most likely to provide the worst customer experience. We all know ‘he’ only serves the Empire.
Posted by Veronica Silva Cusi, the news correspondent
About TELUS International:
TELUS International (NYSE and TSX: TIXT) designs, builds and delivers digital solutions to enhance the customer experience (CX) for global and disruptive brands. The company’s services support the full lifecycle of its clients’ digital transformation journeys and enable them to more quickly embrace next-generation digital technologies to deliver better business outcomes. TELUS International’s integrated solutions and capabilities span digital strategy, innovation, consulting and design, digital transformation and IT lifecycle solutions, data annotation and intelligent automation, and omnichannel CX solutions that include content moderation, trust and safety solutions and other managed solutions. Fueling all stages of company growth, TELUS International partners with brands across high growth industry verticals, including tech and games, communications and media, eCommerce and fintech, healthcare, and travel and hospitality.
Published: Tuesday, April 19, 2022
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