As more channels go digital, the common belief is that mobile and virtual channels will make the human touch irrelevant. A recent survey from Verint Systems, Opinium research & analyst firm IDC, challenges this perception, by stating that the human element will always remain important. For example, 86% of the respondents felt that speaking to customer representatives in the store or on the phone will always remain important.
The report also underscored the importance of the medium, as the medium of customer interaction changed with the complexity of the issue. If the task was simple, consumers will choose digital channels. If the task was complex, they would prefer a human interaction.
Martyn Riddle, Marketing Director, APAC& Japan, Verint Systems, states, “While many organisations are investing more and more in digital support and service channels, consumers still prefer in-person or telephone channels to resolve all but the most basic of queries. This suggests that that the digital experience requires substantial attention to make it a viable choice but also underlines the importance of the live channels; an organisation that fails to invest in their telephone support risks a backlash from their customers.”
Digital experience needs to improve
The survey states that 67% of Indian consumers feel that customer service online and via mobile devices needs to be faster and more intuitive to serve end users. In the future, even as consumers move towards online and digital channels, they must stay invested in traditional channels, says Riddle.
Says he, “Live human interaction will always have a place in a customer support environment. Whilst more of these interactions will move online to channels such as webchat and self-service, it is important that organisations continue to invest in the traditional channels. Tools are now available that can assist in lowering the cost of in-person support whilst delivering enhanced customer experiences and greater employee satisfaction. Additionally, more customer profile data becoming available means that intelligent segmentation has greater attraction, ensuring that high-value customers receive the support services they require.”
The research further cements the fact that those organizations that tip the balance in favor of digital at the expense of traditional service may risk not keeping their customers happy in the long run.