Clipping of news on Brazilian Culture, Law and Citizenship
24/02/2014
This article was translated by an automatic translation system, and was therefore not reviewed by people.
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Today , when an online search for products and best prices , the consumer is also connected to social networks for sharing, validating their opinions with friends , learning and developing new attitude consumption.
Given this dynamic , analysts have detected , for example , the consumer who participates in the " social life " of a brand / company through social networks , and display will consume more of the products or services of that company . This is the consumer engagement with the brand. In return, he expects the time to be entertained ? Good care, obviously . But that is not what he has found.
New research from Aspect Software , management company customer interactions , revealed that 80 % of U.S. consumers think brands need to make a big change in how providing customer service. Perhaps the resolution to 2014 some companies should be responding to complaints of customers , as the 89 % who get annoyed when they need to be repeated on the same issue .
"It's no secret that customer service has a longstanding stigma of causing headaches and hassles for consumers . Part of the challenge is that the more mobile and autonomous clients today have higher expectations and demand interactions on their own terms . And in general , the marks did not adapt to this evolving relationship , "said Jim Freeze , chief marketing officer at Aspect . " The answer is for companies strive to provide an omni -channel experience where an interaction can begin in a channel or device and transferred transparently to another without the customer feel alienated or forgotten . "
This omni -channel experience is what consumers expect , however, that while 91 % say they would like to be able to get back to the point where it left off when it comes into contact with the customer service on the same subject , only four in ten companies ( 39 % ) have been able to do this . The appeal to brands to meet that expectation customer service omni -channel is clear:
• Be consistent : Only 57 % agree that their experience is consistent , no matter by what means they come in contact with customer service .
• Have and use the right information : While 94% say the customer service need to have the most updated information about consumers , by whatever channel , almost half ( 47 %) say that the data customer service typically have on record rarely seem to help solve your problem .
• Break down barriers : As the boundaries between the physical and online transactions disappear , 91 % want the customer service is better informed about current promotions.
" The ability of innovative and customer focused companies to meet this challenge and provide an omni -channel experience will not only help retain and attract customers , but also have a measurable impact on the financial results ," adds Freeze .
A recent report by Aberdeen Group shows that companies adopt an omni -channel strategy achieving higher rates of customer retention : 91 % higher than one year to another , compared with companies that do not. " This is a significant benefit to the business , and it's no surprise, since consumers are signaling by this change in loud and clear " concludes Freeze .
For the vice president of sales at Aspect for Latin America , Alejandro Bourg , customer service outside the U.S. soil is often seen by companies as a necessity rather than as an opportunity . " Here, omnicanalidade is just beginning. The channels are still viewed independently , and many of them are ignored . The increasing mobility of customers shows that the treatment is necessary omni -channel and an opportunity to improve the quality of experience in interacting with customers, " contextualizes .
In general , the result of research with American consumers is very similar to the scenario of customer service in Brazil . Here, consumers are also tired of repeating your problem numerous times and being ignored .
" The new communication platforms have power and autonomy to customers , and they will not stop pressing companies in search of a consistent omni -channel experience and quality ," concludes Bourg .
Source : Uol - Modern Consumer
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This article was translated by an automatic translation system, and was therefore not reviewed by people.