The results of a large-scale study of more than 24,000 consumers in 12 countries commissioned by Verint Systems Inc. has identified a ‘tipping point’ between digital and traditional customer service; indicating that, despite the rise in digital customer service channels and options, 79 per cent of consumers prefer ‘human touch’ to remain a part of customer service when engaging with brands and service providers.
‘The Digital Tipping Point: How Do Organizations Balance the Demands for Digital and Human Customer Service?’ report revealed that the complexity of the service requests are ‘heavily influencing’ whether a customer will choose digital or more traditional channels, such as phone or in-store, to resolve their request.
Many consumers around the world are choosing the phone (24 per cent) or going in-store (23 per cent) as their primary way of interacting with service providers and brands. Regarding the choice of preferred digital customer service channels, 22 per cent of consumers want access to an online account, 14 per cent want the ability to communicate with a customer service agent via email, and 9 per cent cited that they prefer to connect using mobile apps.
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