Why Should Companies Give Importance to Customer interaction Services?
Time and again it has been proved that excellent customer service is the way to generate better consumer
loyalty that in turn ensures long-term profitability. Loyalty helps in giving shape to people’s choices on how
they buy, what they buy and where they buy the products from. According to a study conducted by Forum
Corp., on why consumers switch brands, almost 60 percent switched brands owing to improper services and
lack of proper personal attention. When consumers rank the relevance of factors that help in creating a good
consumer experience, promotion and advertising scored 2.8 on a scale of 7. Therefore, what gained
prominence was the quality of customer interaction services that leads to seamless communication and
makes a consumer come back to the service again and again.
Mulling on similar lines, another study conducted by Tom Peters on the influence of consumer dissatisfaction
revealed that the average person with a negative consumer experience tells about nine to ten people, and
approximately 13 percent of people are likely to spread the negative word of mouth publicity to another set
of twenty people or more. Data reveals that an organization can retain 82 percent to 95 percent of
dissatisfied consumers if the complaints can be resolved efficiently and in a timely manner. Hence it is
essential to invest in quality customer interaction services that would help companies anticipate the
consumer mindset better and cater to them efficiently.
Over the past few years most consumers prefer to use mobile self service options for online shopping or for
any other online activity. Keeping this in mind, customer experience solutions providers have come up with
mobile self service applications that helps in anticipating consumer behavior and determining the optimal
interaction strategy. By integrating real-time interaction information and consumer profiles across every
channel, this application understands the total context of each consumer’s journey. The applications
incorporate with enterprise data sources and other third party systems that help in location-specific and
information-rich solutions. Service providers offer applications for consumer journeys such as:
· New Contract
· Bill Inquiry
· Plan Change
All the applications are offered as a cloud-based service and comprises of quick deployment, one or more
than one channel, support by managed services and integration to back-end databases. Though most
organizations emphasize on the relevance of consumer service, their actions often do not reflect the
statements they make. However, it is essential that organizations give credence to the fact that consumer
experience governs their good will in the market and take appropriate steps to strengthen the same.
Related links: Mobile customer experience, big data and customer experience