[September 26, 2017] |
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Your Customer Service Isn't As Effective As You Think It Is, According to New NICE inContact Survey That Reveals Gaps Between Business and Consumer Perceptions
NICE inContact, (Nasdaq:NICE) today announced a ground-breaking
study comparing how businesses rate their success across more than 10
customer experience channels versus the actual experience and
satisfaction that customers report in those channels. The new research,
the second wave of the NICE
inContact Customer Experience Transformation Benchmark Study,
analyzes how customer service organizations think they are delivering in
both agent-assisted and self-service channels including interactions
with contact center agents via phone, email, chat, social media, and
text as well as through web self-service, mobile applications, and
interactive voice response (IVR). The research demonstrates a
significant disconnect in how businesses perceive their customer service
channels are performing, and how consumers actually feel about the level
of service they are receiving.
The gap in agent-assisted channels is 18 points between what
businesses and consumers report with businesses rating overall
success of 63 percent for inbound/outbound calls, online chat/video, SMS
Text, and social media. Whereas consumers give those same channels only
45 percent success rating-a gap of 18 points. The biggest difference is
with inbound/outbound voice calls at 28 points.
For self-service channels businesses report an overall success rate of
52 percent for customer satisfaction, yet consumers give only 39 percent
success rating-a gap of 13 points. Self-service channels included
website, mobile app, automated phone menu, and virtual assistants (i.e.
chatbots). For these channels, the biggest difference is with automated
phone menu or interactive voice response (IVR) with a gap of 27 points.
The new research builds on the first wave of the customer
experience study that revealed consumer responses, published in
April 2017. The NICE inContact second wave research surveyed businesses
to gain insight into how they think they are meeting customer service
needs, which channels businesses prefer to communicate through, and how
satisfied businesses think their customers are with service experiences
across channels. The results confirmed that businesses are offering
multiple channels to satisfy customers' needs and preferences, as well
focusing on being quick and providing complete information, regardless
of channel.
"While both businesses and consumers agree that omnichannel options are
essential for positive customer experiences, there is a clear divide in
how successfully businesses are delivering those experiences across
channels, and what priorities should be," said Paul Jarman, CEO at NICE
inContact. "It's imperative that businesses pay closer attention to
consumer preferences, and deploy technologies and strategies that best
meet those needs - as quickly as possible, across all service channels."
The Disconnect Between Businesses and Consumers
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Online chat is viewed by consumers as the channel with the highest
satisfaction rating-yet businesses rate chat as their least successful
channel.
Only 16 percent of businesses selected chat as one
of their top three most preferred channels whereas 39 percent
consumers placed online chat as one of their most preferred channels.
While phone calls and email are still preferred more highly by both
business and consumers, chat represents an opportuity for businesses
to meet consumers in a highly preferred channel.
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For agent-assisted channels, businesses rate email a success
despite low customer satisfaction
Sixty-four percent of
businesses rate email a successful channel for customer interactions,
while only 43 percent of consumers are satisfied when using that
channel.
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Major disconnect between how consumers and businesses rate mobile
apps
Consumers most consistently rate mobile apps as the
channel that elicits the most positive emotions for customer service.
Businesses, however, underestimate the impact, with mobile apps
rated as one of the least likely to produce consumer positivity.
-
Businesses misaligned with customers on personalization
Twenty-one
percent of consumers studied rate personalized service as a top
priority, compared to only 13 percent of businesses.
Where Businesses and Consumers Agree
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Research shows agent-assisted phone calls are king, yet consumers
still expect omnichannel options
Businesses believe they have
the highest service resolution success rates with the phone (68
percent), and consumers reported to prefer phone interactions the
most. More than 50 percent of businesses offer all agent-assisted and
self-service options (online chat/video, SMS, social media),
even though most customers still heavily rely on phone calls for
fastest resolution.
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Speed is the highest priority for both customers and businesses
For
self-service channels, both businesses and customers agree that fast
resolution is the number one priority for customer service. For
agent-assisted, businesses prioritize providing the most complete
information over speed, though customers still rate speed the top
priority.
-
Fifty-two percent of consumers strongly agree - point them in the
direction of fastest resolution
More than half of consumers
expect companies to point them to the channel that will resolve the
solution the fastest. Businesses understand the importance of
speed, too, with 51 percent strongly agreeing that this is key to
consumers.
NICE inContact is a gold sponsor at ICMI's Contact Center Demo
2017 conference being held September 25-27 in Las Vegas, NV. NICE
inContact is exhibiting at booth #508 and will be presenting a 25-minute
session about the research on Tuesday, September 26 at 10:50-11:15 am in
the Solution Spotlight Theater.
About This Report NICE inContact surveyed 300 contact center
decision makers using a business panel for the Business Wave of the
research. For the Consumer Wave, NICE inContact surveyed more than 700
consumers who had experienced a customer service interaction in the past
three months. For more information, download the latest research
report here.
About NICE inContact NICE (Nasdaq:NICE) is the worldwide
leading provider of both cloud and on-premises enterprise software
solutions that empower organizations to make smarter decisions based on
advanced analytics of structured and unstructured data. NICE helps
organizations of all sizes deliver better customer service, ensure
compliance, combat fraud and safeguard citizens. Over 25,000
organizations in more than 150 countries, including over 85 of the
Fortune 100 companies, are using NICE solutions. www.nice.com.
NICE inContact is the cloud contact center software leader, with the
world's No. 1 cloud customer experience platform. NICE
inContact CXone™ combines best-in-class Omnichannel Routing,
Workforce Optimization, Analytics, Automation and Artificial
Intelligence on an Open Cloud Foundation. NICE inContact's solution
empowers organizations to provide exceptional customer experiences by
acting smarter and responding faster to consumer expectations. NICE
inContact's DEVone developer program is the industry's largest partner
ecosystem, providing applications from partner companies on the
CXexchange marketplace that are designed to integrate with CXone. NICE
inContact is recognized as a market leader by Gartner (News - Alert), IDC, Frost &
Sullivan, Ovum and DMG. www.incontact.com
Trademark Note: NICE and the NICE logo are trademarks or
registered trademarks of NICE Ltd. All other marks are trademarks of
their respective owners. For a full list of NICE's marks, please see: www.nice.com/nice-trademarks.
Forward-Looking Statements This press release
contains forward-looking statements as that term is defined in the
Private Securities Litigation Reform Act of 1995. Such forward-looking
statements, including the statements by Mr. Jarman, are based on the
current beliefs, expectations and assumptions of the management of NICE
Ltd. (the Company). In some cases, such forward-looking statements can
be identified by terms such as believe, expect, may, will, intend,
project, plan, estimate or similar words. Forward-looking statements are
subject to a number of risks and uncertainties that could cause the
actual results or performance of the Company to differ materially from
those described herein, including but not limited to the impact of the
global economic environment on the Company's customer base (particularly
financial services firms) potentially impacting our business and
financial condition; competition; changes in technology and market
requirements; decline in demand for the Company's products; inability to
timely develop and introduce new technologies, products and
applications; difficulties or delays in absorbing and integrating
acquired operations, products, technologies and personnel; loss of
market share; an inability to maintain certain marketing and
distribution arrangements; and the effect of newly enacted or modified
laws, regulation or standards on the Company and our products. For a
more detailed description of the risk factors and uncertainties
affecting the company, refer to the Company's reports filed from time to
time with the Securities and Exchange Commission, including the
Company's Annual Report on Form 20-F. The forward-looking statements
contained in this press release are made as of the date of this press
release, and the Company undertakes no obligation to update or revise
them, except as required by law.
View source version on businesswire.com: http://www.businesswire.com/news/home/20170926005880/en/
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