These stats make it overwhelmingly clear that customers want brands to have a basic understanding of who they are and what they ’ ve asked for in the past . Whenever and however they choose to get in contact with you .
Customers also really don ' t want to start over from scratch every time they interact with a brand . Another finding from the survey revealed that they ’ re extremely frustrated when they have to repeat themselves . Even with all of the advances we ’ ve made in marketing and customer experience ( CX ) tech , 84 % of consumers say they ’ ve had to repeat themselves “ often ” or “ all the time ” when contacting brands .
What ’ s more , a large majority ( 65 %) stated that the number one thing brands can do to make their experiences better is prevent them from having to repeat themselves .
Here ’ s the bottom line : brands are still fumbling the transition between channels , and in many cases also ignoring all of the historical data they have about their customers .
But by connecting these experiences and making use of data that ’ s already available to them , brands can build better customer engagement strategies , creating real , ongoing relationships between them and their customers .
After all , your friend wouldn ’ t forget everything about you every time you meet up for coffee . Customers are coming to expect better relationships with brands , with ongoing dialogs informed by history and trust resulting in more authentic connections .
2. GIVE CUSTOMERS OPTIONS TO ENGAGE VIA MESSAGING OR VOICE , OR EVEN SWITCH BETWEEN THE TWO .
There ’ s no longer any debate about whether customers want to engage with their favorite brands via messaging . In fact , 74 % say they are more likely to do business with a company if they could message rather than call them . This makes sense intuitively , as messaging is what most of us do every day to stay in touch with friends , family , and coworkers .
Still , while messaging offers clear benefits to both the brand and the customer , and consumer appetite for chatbots nearly doubled
from 2020 to 2021 , there remain instances when people prefer to pick up the phone .
In fact , preferences fluctuate depending on where people are and what they are doing . When at home , 53 % of consumers prefer to call , but during work hours ( when most businesses are actually open ), 75 % prefer to message .
Preferences also change depending upon a customer ’ s intent . In general , consumers prefer to message instead of call – except when it comes to getting their money back .
CUSTOMERS ... REALLY DON ' T WANT TO START OVER FROM SCRATCH EVERY TIME THEY INTERACT WITH A BRAND .
When it comes to getting a refund , 54 % prefer to call , and when addressing credit card fraud , 69 % prefer calling . However , for most situations , messaging is their preferred method of engagement :
• 78 % prefer to message to get a shipping or delivery update .
• 77 % prefer to message to book or reschedule an appointment .
• 75 % prefer to message to get a product recommendation .
• 76 % prefer to message to reorder regularly purchased products .
• 66 % prefer to message to make a purchase .
• 66 % prefer to message to make a payment .
• 56 % prefer to message to renew or cancel a service .
All in all , despite the ongoing shift towards messaging , customers want to be able to choose between voice and messaging depending upon their situation and their intent .
Brands that offer a choice stand to improve their relationship with customers , and as highlighted above , remembering interactions across these channels is crucial to building loyalty .
3. USE ARTIFICIAL INTELLI-
GENCE ( AI ) TO HOLD MORE HUMAN , PERSONALIZED CONVERSATIONS AT SCALE .
Let ’ s face it : it ’ s extremely costly to connect every consumer in your world with a human agent . Between dealing with labor shortages and struggling to retain talent , brands that rely on humans to pick up phones have seen hold times spin out of control , leading to disastrous customer experiences .
Thankfully , Conversational AI-powered chatbots are starting to feel more human every day – with increased abilities to listen , self-correct , and adapt to emotions , moving beyond the superficial tones of early chatbots . Chatbots can now engage in two-way conversations that feel personalized and more natural .
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