Speed is no longer the holy grail for customer service excellence, a new report commissioned by Twilio has found, as consumers seek more advice and support on purchase decisions amid the cost-of-living crisis.
The report also found that customers strongly preferred speaking with a human rather than a chatbot, especially for more complex queries.
Indeed, 69 percent of consumers preferred more human connection when asking for product or service support, compared to 31 percent who preferred automated interactions (e.g., chatbots).
These findings, based on data from a survey of 8,700 people across Europe, clash with the industry’s trend towards more automation, powered by ever-better AI technology.
While a quarter of respondents cited speed of resolution as their main priority, another quarter said expertise and attitude were most important. To drive the point home, 42 percent of consumers said a friendly service is the most popular reason for repeat purchases, whereas 39 percent favored efficiency.
But technology might come to the rescue, once again: Oxford University Saïd Business School Deputy Dean Andrew Stephen said that personalization using first-party data can help companies show a more “human” side, even with limited human resources.
First-party data can give agents context on why someone is getting in touch, or how they prefer to give and receive information. Stephen added:
“Ensuring that all interactions with customers are as “humanized” as possible is critical, particularly during turbulent times when people need to feel listened to.”
The report also found that customers often struggle to find information they are searching for, with only 13 percent saying they found it easy to find the logistics partner for a purchase, for example.
Providing easy access to customers for frequently queried data can help free up customer agents’ time, which can put them in good stead to deal with more complex queries like providing product or service support.
“Over-stretched customer service agents are often bogged down answering simple enquiries that could be better handled via other means. They are also frequently on the back foot because their systems don’t help them pass on the information customers need,” said Sam Richardson, Customer Engagement Consultant at Twilio.
The Twilio report findings echo those from SAP, which show that consumers are becoming choosier about the brands they purchase from and that a great customer experience is a key way to stand out among the competition.
