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Two thirds of customers demand self-service – study

2nd Jul 2013
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Are you meeting your customers’ service expectations? New research has revealed that the majority of Brits now expect retailers to offer self-service.

Digital Marketer Steven Van Belleghem surveyed around 270 UK consumers and found that this is true for both post- and pre-sales. Just under a third of consumers (27%) said they prefer to ask pre-sales questions over the phone, whereas 56% already have a preference for a self-service option.

Post-purchase, 35% of respondents said they would like to call someone to complain whereas nearly half (48%) said they would go for the self-service approach in this case as well.

"Self-service offers the unique advantage of round-the-clock availability,” said Belleghem. “The consumer picks his own time and place and can solve his question(s) at his/her own pace. For the customer, the speed and flexibility of the concept are huge advantages, whereas the boost in efficiency is obviously a major asset to any company.”

The survey also showed that consumers have exceedingly high expectations of service with 95% claiming it’s important to be helped quickly and 88% want the transaction to be completed on the first contact. Additionally, 89% said they want a transparent overview of the next steps in a purchase or complaint procedure whilst a further 89% said want a transparent overview of the next steps in a purchase or complaint procedure.

Belleghem added: “Consumers are becoming increasingly demanding and due to social media, word about good and bad service experiences gets around quickly. Accounts of positive experiences raise the pressure on less successful companies. Society as a whole is becoming faster and faster and customer expectations reflect this trend.”

The study also examined consumers’ willingness to share personal information with brands and found that consumers are willing to share data as long as they benefit in return. According to the figures, 48% would like to receive personalised offers, 43% would like to receive bespoke promotions and 33% are interested in personalised advertising.

Ovum analyst Mark Little recently wrote that Internet players and data collectors of every type are at risk of taking the consumer’s personal data, their ‘little data’, for granted, and turning the Big Data value system into a battleground.


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By Neha Gupta
30th Sep 2016 06:08

Nice post, Natalie. Self-service is a trend and companies are preferring it to meet the consumer expectations. Customers feel frustrated while they have to call on customer support and have to wait in calls queue for long time. According to a study, fifty percent Smartphone users want to have the ability to solve their problems on a smartphone app rather than calling into a customer contact center and also 56 percent of consumers are willing to use an app to avoid calling into the customer support center altogether. So the most convenient way to tackle these problems is to provide the self service software for smartphones. According to the Gartner report, 80% of businesses will suffer through revenue loss due to not providing the customer service on the mobile devices. Therefore, in order to survive, it is very important for telcos to provide self service app to their customers. This can not only minimize the operational and support costs but also can result in great customer response. Deploying effective self-service solutions require the skillful hands. Companies like Kochartech, can help the service providers to streamline their operations and improve their customer experience by providing them robust self-service solutions. 

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