Over half will pay for better service from preferred brands
More than half (54%) of consumers would pay more money for better customer care from their preferred brands.
Seven in 10 of those aged over 71, and 40% of Generation Zs (aged 16-20) are prepared to pay more to ease the support process, according to a survey of five countries by Xerox, which found that the importance consumers placed on a quality customer care experience was significant amongst all sectors, countries and age groups.
In addition to underlying dissatisfaction, many consumers continue to be both unimpressed and wary of personalisation due to privacy concerns. Nearly a third (31%) indicated they don’t want any form of personalisation and half of those aged over 50 claimed they were uncomfortable with brands’ use of their personal data.
The survey also revealed a willingness to use more automation to respond to their inquiries with such tools like a ‘virtual assistant’ which is software that mimics the actions of customer care agents. While 56% expressed comfort with alternative methods of digital communication, 29% ruled out this option and 15% said that they had yet to form an opinion on this emerging technology. Demographically, the concept appeals to younger consumers. 72% of Generation Z are open to this new form of artificial intelligence, compared to only 36% of those aged over 71.
“We all know that customer satisfaction is a strong indicator of loyalty,” said Nancy Collins, group president of the high-tech, communications and media group at Xerox. “Whether it’s more expertise from customer care agents, shorter wait times or a seamless omnichannel experience, there is a clear opportunity for brands to better use technology to build trust and treat every consumer as an individual.”
The survey questioned technology, communications and media industry consumers about channel preferences, customer satisfaction and loyalty and privacy and personalisation. It expands on previous surveys that focused on customer loyalty in the communications sector.
Other trends revealed by the survey include:
· One brand ecosystems expected to predominate: Single brand ecosystems don’t exist – yet. In 2025, 51% of consumers in the three sectors surveyed expect to buy into a single brand – a huge opportunity for brands to position themselves at the heart of their customers’ worlds.
· The call centre must evolve: The call centre is still the channel of choice for 25% of consumers and dominant in the United States (32%) and France (27%). But with two fifths (42%) saying that there will be no call centres by 2025, it is time now to think about how it must evolve.
· Time to rethink the retail store: The physical retail store still holds appeal for many. The face-to-face contact of a retail store remains consumers’ most preferred route for sign-up (38%) and set-up (25%) in the technology sector.
“With many consumers willing to pay for it, organisations must make the investments necessary to ensure that their customer service works better,” said Collins. “Delivering that personalised service so many consumers crave while ensuring their data will be handled carefully is an ongoing challenge. We see a great opportunity for businesses to bridge the gap and differentiate themselves with the next-gen tools such as analytics, automation and artificial intelligence that push the traditional customer care models forward.”
The report surveyed 6,000 consumers in France, Germany, the Netherlands, the UK and the United States.