KCOM

2023年6月27日

代Groupon:忠诚的客户是一个垂死挣扎的报告看客户服务趋势,委托Kcom与客户联系协会(CCA),强调了消费者行为的一个重要转变增加死亡的忠实顾客反对price-hungry精明的购物者的崛起。价格和质量购买忠诚度报告指出,价格(26%)和质量(24%)的两大原因是选择回到公司,紧随其后的是客户服务(16%)。的发现是一致的CCA成员的调查结果显示,44%的组织感到忠诚的客户越来越少,识别越来越需要企业重新思考客户互动的规则。一代Groupon将近三分之二的消费者受访者(59%)声称,他们将更愿意使用一个自动化的服务如果保证他们的折扣。这是反映趋势的折扣网站,比如Groupon和Vouchercodes.co。英国数百万人使用为了寻找最好的交易。然而,52%的企业承认目前没有新的或现有的客户提供折扣代码作为激励。“在这个discount-led客户显然是更挑剔和价格驱动的时代,因为市场已经允许他们如此,”马克·普里查德说Kcom的业务发展总监。“这项研究告诉我们,如果你卖的是相同的与你的竞争对手,消费者的主要驱动因素总是会价格。“然而,尽管客户服务可能没有在调查中名列前茅,这仍然是一个决定性因素在人们为什么选择一个公司。如果你提供一个低的价格,但是客户不满意的客户服务,他们不太可能回来。 Companies need to decide which area they can best compete on, whilst also keeping in mind the other two.” Quick, Convenient And Personal Service The number one customer service priority for consumers is being able to speak to a live person, followed by the first person they contact resolving their query and receiving a faster response. 88% of CCA members echoed these priorities, stating that in the future contact centre workers will be armed with the right knowledge in order to deal with more customer enquiries. It’s a 24/7 joined up world: With a variety of ways in which consumers can now make contact with an organization, 57% of respondents stated it to be vital or very important that a company knows how and when they have interacted with them before. However, this is in paradox to the CCA member’s survey in which 77% admit to still having a silo approach to their customer’s experience. Pritchard commented: “Consumers have high expectations when it comes to customer service, wanting to be able to contact a company in whatever way they choose and have their query resolved quickly by someone who has the knowledge to do so. Legacy systems should be joined up and contact centres armed with collaborative technologies; they will be better equipped to deal with customer queries quickly and efficiently, helping to improve customer retention.” Anne Marie Forsyth, Chief Executive of the Customer Contact Association said: “Consumer behavior is changing rapidly which is creating significant challenges for the customer contact sector but it is also presents a golden opportunity to re-engineer service strategy. CCA is leading a radical rethink of organizational dynamics, the systems we deploy and the people we recruit. We’re not just helping organizations to anticipate the future, we’re creating a strategic blueprint for a new and more enlightened customer-centric service model.”