Company News • 01.04.2015

Brands failing to understand consumers on digital channels

New research finds that 82 percent of consumers will switch after bad experience

The Eptica Study combined research with consumers and contact centre agents....
The Eptica Study combined research with consumers and contact centre agents.
Source: Eptica

Not being understood and companies that fail to acknowledge their feelings are the biggest consumer frustrations when dealing with brands through digital channels.

78% of UK consumers surveyed in Eptica research ranked getting a response that either partially, or completely, failed to answer their question in their top two biggest frustrations. 31% said that failure to acknowledge upset or anger was a major issue. The research found that the consequences of this consumer frustration are stark – 82% said they always or often switched supplier if they failed to correct their mistakes.

The Eptica Power of Linguistics in Customer Service Study, which surveyed both consumers and contact centre agents, highlighted a growing understanding gap between the two sides when it came to customer experience. 61% of agents found it hard to understand the language and vocabulary that consumers used, and nearly a third (31%) found it hard to recognise anger or upset in written communications.

Agents empathise with consumers, with 71% believing that customers number one frustration was receiving inadequate or partial answers. 85% thought consumers would be likely to switch if they received poor service. However, they feel powerless to help. Part of the issue is that text-based communications, such as emails and tweets are fundamentally more difficult to understand than face to face or voice-based channels as they lack context or visual/verbal clues. This adds to the challenge of dealing with an expanding number of digital enquiries from increasingly impatient consumers.

Consumers overwhelmingly now use email to contact brands, with 87% of consumers selecting it as their primary communication channel, ahead of Facebook (6%), chat (4%) and Twitter (3%).

To help bridge the understanding gap, agents want better tools and technology to help them do their job and become more productive. Over half (51%) listed technology that analyses questions and suggests relevant information as their 1st or 2nd choice, with the ability to prioritise answers based on tone (anger, sadness, happiness) specified as a priority by 50% of agents. 34% wanted better, centralised knowledgebases that provided faster access to more consistent answers, and 55% asked for a single view of the entire customer history.

“In an attempt to increase loyalty brands are focusing on building stronger relationships and engaging with their customers,” said Julian Sammells, Sales Director UK & Ireland, Eptica. “However our research shows that their efforts are being seriously undermined by a breakdown in understanding between consumers and frontline customer service staff. A failure to comprehend what customers are asking, and how they feel, is causing frustrated consumers to switch suppliers, hitting revenues and brand reputation.”

As well as the impact of customer churn on revenues, the understanding gap also adds to costs for organisations. Failing to resolve a query first time leads to consumers having to re-contact a company, adding to customer service workloads and putting pressure on thinly stretched resources.

The research also asked agents what words or phrases made them happiest and most upset. Chief amongst the negatives were being sworn at, general abuse, emails written totally in UPPER CASE and use of the word ‘disappointed’. On the positive side simply receiving thanks and being told they were helpful were enough to make agents feel happy.

“As the results of this survey show, manually deciphering written communications is incredibly difficult,” said Olivier Njamfa, CEO and co-founder, Eptica. “Given the paramount importance of engaging with customers it is time for brands to invest in linguistic and natural language powered technologies. These can automatically analyse incoming messages, prioritise based on tone, forward them to the most relevant agent and provide consistent, accurate answers that can be personalised before sending back to the consumer. Only by arming agents with the right tools will brands successfully bridge this widening understanding gap.”

The Eptica Study: The Power of Linguistics in Customer Service combined research with consumers and contact centre agents. 1,000 consumers and 103 contact centre agents were surveyed online in Q1 2015.

The full findings of the research along with recommendations for areas to focus on, are available in the Consumers vs Agents: the growing customer experience gap management report which can be downloaded from http://www.eptica.com/power-linguistics.

Source: Eptica

related articles:

popular articles:

Thumbnail-Photo: Book swap as you food shop
05.02.2020   #brick and mortar retail #omnichannel

Book swap as you food shop

Waitrose launches novel way for shoppers to share their favourite books

Whether it’s romance, adventure or a gripping mystery, book lovers can now share their favourite reads with others in selected Waitrose cafés as part of the supermarket’s new book swap initiative. A successful trial in five ...

Thumbnail-Photo: Local food: consumers demand it, grocers need it...
27.02.2020   #supply chain management #food retail

Local food: consumers demand it, grocers need it

Forager and ReposiTrak partner to solve it

As shown in a recent survey from Forager, local food is key to grocers' success – and a weak point for many, with 73 percent of respondents either "somewhat" or "not" satisfied with the quality and availability of local ...

Thumbnail-Photo: The greenconsumption effect
23.12.2019   #customer satisfaction #retail

The greenconsumption effect

Concordia research shows that using green products leads to a warm glow in shoppers

Canadians spend a lot of money around this time of year, on gifts, food, entertainment and travel. In its annual study of holiday season spending habits, the accounting firm PwC estimates that the average Canadian consumer will drop close to $1,600 ...

Thumbnail-Photo: First national Use Your Gift Card Day on January 18th...
06.01.2020   #event #sales promotion

First national Use Your Gift Card Day on January 18th

$1 billion in gift cards go unused each year

A new shopping holiday will debut on January 18th to encourage people to get out and use their holiday gift cards before they become part of the 1 billion dollars in gift cards that go unused each year.   National retailers and restaurants are ...

Thumbnail-Photo: Americans expect privacy controls
03.02.2020   #customer satisfaction #marketing research

Americans expect privacy controls

4 out of 5 people want a privacy law to protect personal data

73 percent of people would pay more to online services companies to ensure they did not sell or use their data for marketing, while 77 percent would stop shopping at their favorite retailer altogether if the retailer did not keep their personal data ...

Thumbnail-Photo: Returns costing retailers billions each year...
09.01.2020   #online trading #dispatch

Returns costing retailers billions each year

B-Stock reveals the most returned Christmas gifts

The number of products being sent back on National Returns Day (2nd January) were expected to be 72 percent higher than the average day in December according to the Royal Mail - contributing massively to the yearly total of £60 billion worth ...

Thumbnail-Photo: Evolving need for AI and big data analytics in mobile marketing...
10.02.2020   #digital marketing #marketing research

Evolving need for AI and big data analytics in mobile marketing

Global mobile marketing industry report 2020-2024

The "Mobile Marketing Market by Component (Platform and Services), Channel, Organization Size (SMES and Large Enterprises), Vertical (Retail and Ecommerce, Travel and Logistics, Automotive, and Telecom and IT), and Region – Global ...

Thumbnail-Photo: Customer-centered, digital and adaptive
23.03.2020   #brick and mortar retail #digitization

Customer-centered, digital and adaptive

Bonprix’s Fashion Connect Store in Hamburg

In-store shopping via app – the fashion connect store in downtown Hamburg makes it happen. Daniel Füchtenschnieder, chief executive officer of Bonprix retail, is one of the creative minds behind the new retail concept. An interview about ...

Thumbnail-Photo: Blind Date is so yesterday! Know your customers!...
13.01.2020   #customer satisfaction #customer relationship management

Blind Date is so yesterday! Know your customers!

Customer loyalty: Personalizing your customer communications – across all channels

Is brand loyalty dead? These days, consumers no longer buy the same brand of goods for life. They want personalized offers for products that meet their specific needs. That’s why it is more important than ever for retailers to retain and ...

Thumbnail-Photo: Sensory experiences increase in-store sales
29.11.2019   #digital signage #pos marketing

Sensory experiences increase in-store sales

New Research from Mood Media confirms that sensory marketing has a positive emotional, cognitive and behavioral impact on shoppers

Mood Media, the world’s leading in-store media solutions company dedicated to elevating the Customer Experience, today released a new quantitative behavioral marketing study, “Quantifying the Impact of Sensory Marketing,” which ...

Supplier

POS TUNING Udo Voßhenrich GmbH & Co KG
POS TUNING Udo Voßhenrich GmbH & Co KG
Am Zubringer 8
32107 Bad Salzuflen
iXtenso - Magazin für den Einzelhandel
iXtenso - Magazin für den Einzelhandel
Celsiusstraße 43
53125 Bonn