The quality of customer service has never had a more significant impact on companies’ bottom line. The vast majority of consumers (87%) are willing to buy more products if they have an exceptional customer service experience, while 81% would be happy to recommend the company to others.
This makes it a key differentiator for companies of all sizes, in all industries. In today’s fast-paced and consumer-driven world, businesses simply can’t afford to fall behind when it comes to consistently providing the level of customer service that consumers now expect.
And it’s no secret that customer service, as with most other areas of business, has been growing progressively more digital to meet these modern demands. New channels have continued to emerge as technology has developed, and younger generations of digital native consumers have become more influential.
For example, attitudes towards the use of artificial intelligence (AI) are continuing to improve. More people are now using chatbots and automated assistants (34%, up from 25% in 2018).
So, how much focus should contact centres be directing towards digital channels, and what does this mean for the role of human agents?
Responding to digital demands
The recent rise of digital is shown by the fact that mobile apps have become the most used self-service method (rising from 16% in 2018 to 22% in 2019) and that chatbots have seen a significant increase in usage (from 7% in 2018 to 13% in 2019).
More consumers are now using AI and feeling increasingly positive about chatbots. The use of automated assistants/chatbots online has increased by 9% in the last 12 months, with more people agreeing that technology makes it faster and easier to get their issues resolved.
Unsurprisingly, the Millennial and Generation Z consumer groups are the primary drivers of these shifts. Their habits are different from previous generations, and they now expect businesses to provide digital-first omni-channel experiences – even being willing to pay more for customer service that meets their high standards as 66% and 65% respectively will pay more for better customer service.
This is also reflected in the use of private social messaging apps and SMS text interactions. Nearly four in ten consumers have used a social messaging app for customer service sometime in the past, and the desire for its use is high among younger consumers. Millennials (59%) and Generation Z (58%) are much more likely than older generations to have used this channel, with only 38% of Gen X, 19% of Baby Boomers and 16% of Silent Generation having done so.
In terms of SMS text as part of the customer experience, Cyber Monday saw a 74% increase in SMS text interactions, once again highlighting that modern businesses must provide access to a full range of digital channels.