A new report has claimed that "customer service is on the brink".
Released by Accenture, the study surveyed over 7,000 customers, with the results making grim reading for the customer service and experience space.
Of those surveyed, 87 percent admitted that they were likely to avoid a company after just one bad experience.
Additionally, almost two-thirds of respondents stated that they had been frustrated or annoyed with at least one recent customer service interaction.
The findings have also further strengthened the long-running disconnect between customers and companies when it comes to the use of technology.
Indeed, just 18 percent of people believe technology has enhanced their customer service experiences, with one respondent claiming that it is "becoming more work to be a customer" and another saying that "getting a chatbot to work is like winning the lottery."
That quote offers a reminder of the "customer service doom loops" chastised by former President Joe Biden last year.
The report expounded on these suggestions, claiming that "some solutions are falling short."
It continued: "Fewer than one-fifth of the consumers we surveyed said that technology had significantly improved their customer service experiences.
Often, they told us, more technology is making their experiences worse. And as companies streamline, customers feel they have to do more to get things resolved.
The study also took businesses to task for focusing on technology to cut costs and boost efficiency, often at the expense of customer experience.
This assertion was proven in the report, with 64 percent of customer service executives admitting to prioritizing cost efficiency over customer satisfaction, forcing customers to put in more effort than they should to get their needs met.
Moreover, when compared to the same study conducted in 2022, the number of executives who see service departments as customer value drivers has dropped by 60 percent – highlighting the alarming rate at which attitudes toward customer service and experience are changing.
But what exactly can businesses do to stop the rot?
Coming Back from the Brink
As well as delivering the results of the survey, Accenture’s report also provided some recommendations and tips on how organizations can enhance their customer service and experience offerings moving forward.
The report posited that when operating in an age where customer expectations are evolving, businesses must rethink their approach to service.
In order to do so, Accenture highlighted three key strategies for delivering superior support.
1. Human-Like AI for Personalized Interactions
Despite detailing the issue of over-prioritizing technology, the study still argued that AI can play a big role in the CX space when "done right".
Intelligent virtual assistants can now deliver natural, conversational experiences, reducing friction and boosting satisfaction.
