Five9 shared research that revealed that 30% of customers left brands they had previously been loyal to in the last year.
The study also found one in four said their contact centre experience has gotten worse since the start of the pandemic.
Blair Pleasant, president and principal analyst of COMMfusion LLC, who authored the CSI research report, said: “For most companies, losing 30% of their customers would be extremely detrimental.
“The contact centre remains the front door for businesses, and service leaders must do what they can to retain customer loyalty and goodwill.”
Five9 partnered with Zogby Analytics to survey consumers about the state of customer service and explore how attitudes and behaviours have evolved over the past year. The 2021 survey was expanded to include several European countries – including France, Germany, Italy, Spain, and the U.K. to help identify regional variances, and trends. In many cases, the survey results highlight key differences based on geography and age.
For example, 40% of respondents aged 18-29 are more willing to use social media for customer service, compared with 14% of 50-64 year olds, and 9% of respondents 65 and over.
Another key insight about channel preferences is the prevalence of phone or voice as the favoured means of communication. Across all geographies and age groups, phone continues to be the leading channel of choice for respondents, particularly for sensitive issues, followed by email and online chat. However, unfortunately, more than two-thirds (64%) of respondents acknowledge that it is still difficult or time-consuming to find the information they need to reach out to a contact centre, which leads to frustration.