State of Customer Service Experience 2020 Results Revealed

One could argue, the most frustrating component of digital transformation is disjointed customer service. When the world went home, online shopping accelerated, but recent research indicates customers are disappointed. And while, there’s no slowing in sight for online shopping growth, companies are losing business because of this shortfall.

The Northridge Group released the report “State of Customer Service Experience 2020,” highlighting where firms are missing the mark on CX.

“As the number of consumers doing business online increases, so too, does the need for self-service options that deliver fast and easy ways to contact brands,” says Pam Plyler, Executive Practice Lead, Customer Experience and Contact Center Management at The Northridge Group. “But with only 42% of consumers reporting first contact resolution, brands are clearly missing the mark,” says Plyler.

COVID-19 shifted commerce, causing a 70 percent increase in online shopping – with no flattening of the curve in sight. There’s a wrench in the gears however, as 73 percent of customers noted “having to work hard to resolve issues,” 69 percent stated difficulty finding answers on the company website, and nearly two-thirds having to repeat information over and over again.

It’s not necessarily that companies aren’t investing  in the customer experience, but it’s critical to look at the CX equation from all sides. The report indicates less than 30 percent of businesses work to measure customer effort

 “If you don’t measure it, you can’t improve it. Implementing the right customer service effectiveness metrics, including first contact resolution and customer effort, can increase brand loyalty, streamline processes and reduce costs,” Plyler continued.

More than 70 percent of consumers reported a negative experience as enough to switch to a competitive brand. Is losing their business worth the risk?

Edited by Maurice Nagle