Hyderabad : Businesses risk losing customers due to inconsistencies in the efficiency and quality of service across channels, according to new research by Pegasystems Inc. (NASDAQ: PEGA), the software company that crushes business complexity. The global study, conducted by research firm Savanta, recently surveyed 12,700 business leaders, agents, and customers to understand how the pandemic is impacting the current and future states of customer service. Businesses are making progress by adding more digital service channels to keep up with customer demands; however, this progress often comes at the expense of service quality by creating more inconsistencies and increasing customer frustration.
For many businesses, the pandemic created extraordinary challenges that exacerbated longstanding customer frustrations, such as having to repeat the same information to multiple agents and being passed to different departments to resolve a single issue. Bad service can be so irritating that nearly 27% of consumers surveyed felt it had ruined their day and even caused one in 10 to cry or nearly cry. But their most consequential reaction is often expressed through their wallets: 77% of customers said they would take their business elsewhere if they received poor service. The pressure is on executives to address these service issues before they do any further damage to their businesses, many of which are still in pandemic recovery mode.
In some ways, businesses are already responding. Compared to a similar study in 2019, the number of businesses providing some form of omnichannel service today has increased from 55% to 68% - a 24% increase. But even as organizations invest in or explore new technologies to enhance service, 80% admit the quality of service varies across the channels they support.
The survey identified three areas that will be a priority as organizations continue to strive for optimal customer service:
With 75% of customers wanting businesses to improve self-service and 56% visiting a business’ website before calling, there is a massive opportunity for business leaders to improve self-service capabilities. And as customer bases grow to include younger, digital-native generations, organizations must meet new service preferences and expectations to maintain loyalty and draw new customers in.
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