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BizReport : Ecommerce archives : February 23, 2016

Digital channels not as efficient as traditional for query resolution

The importance of a speedy, personal and online customer service channel has been highlighted in a survey conducted in Asia by LogMeIn.

by Helen Leggatt

Conducted over a period of three months among 2,500 people from Malaysia, Singapore, the Phillippines and India the survey, conducted by LogMeIn for customer experience consultancy Fifth Quadrant, found that nearly eight out of 10 would stop doing business with a company after just one bad customer service experience. Furthermore, 72% would go on to suggest family and friends drop the use of the brand as well.

What most frustrates people is the time taken to reach a brand representative and resolution time, specifically long hold times and automated service menus. Nearly three-quarters (73%) of respondents said they expect a response within 10 minutes if they have contacted a brand by phone and 71% said the same of live chat.

Digital and mobile channels are increasingly popular ways in which people want to engage with customer service representatives (69%). However, despite almost half (48%) of the survey participants saying they used a company's website first before contacting customer service, the research found that digital channels are not as efficient as traditional channels for query resolution, requiring 8.3 interactions vs. 2.8 respectively.

"As available support channels continue to increase, it is important for customer service departments to be equipped with the tools to help meet the constant demand for better and faster resolutions," said Dan Cran, director, APAC at LogMeIn. "Those that constantly deliver positive and customized experiences will create loyal customers and pull ahead of the competition."

Image via Shutterstock

Tags: Asia, customer service, digital, traditional

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