Intelligent SME.tech Issue 12 - Page 52

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Just 9 % of cynical Brits expect to be wowed by customer service

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FINANCE | SALES & MARKETING | CUSTOMER EXPERIENCE | HR SOLUTIONS
reshworks , a leading software company empowering businesses to delight their customers and employees , has announced survey findings that reveal the complexity and contradiction of consumer expectations .
With just 9 % of the 2,000 UK consumers surveyed ( part of a broader study of 11,500 global consumers ) expecting to be wowed by brands , the findings underscore a major opportunity for companies to exceed expectations in delighting their customers . A majority of consumers are willing to exchange information for a more personalised , faster and values-driven experience .
Low customer expectations offer business opportunities
Brits revealed surprisingly low expectations for the quality of their customer experiences with companies – confirming that many legacy systems used for customer engagement are broken and ripe for a fresh approach .
Consumers expect brands to understand their personal values
Two-fifths ( 39 %) of Brits admitted the pandemic had changed their expectations of how brands should communicate with them .

77 % OF
BRITS WANT MORE HONESTY FROM BRANDS AND NEARLY TWO-THIRDS ( 61 %) SEEK MORE EMPATHY FROM COMPANIES .
With social justice and sustainability discussions dominating global news , people increasingly are identifying with brands based on causes they care about . Over half ( 55 %) of consumers expect brands to consider their personal values when communicating and will exchange personal information for a better experience .
UK consumers are slightly more private than their global counterparts , with 70 % ( compared to a global average of 77 %) willing to share their personal data in exchange for a better experience , including browsing / purchasing data ( 26 %), relationship history ( 15 %), values they care about ( 15 %) and salary ( 6 %). However , 77 % of Brits want more honesty from brands and nearly two-thirds ( 61 %) seek more empathy from companies .
John Crossan , Vice President and General Manager , Europe , Freshworks , said : “ Our research paints a complex picture of what customers expect . The importance of authenticity and values in customer services isn ’ t anything new but it has taken a big leap forward since the pandemic as people have had more time to reflect on what is important to them . But people also want to build closer , more personal relationships with the brands they ’ re dealing with , giving businesses a huge opportunity to delight their customers .”
Complex customer needs require different channels
Consumer attitudes toward engaging with companies are complicated and seemingly paradoxical at times . While most seek the human touch , many consumers would rather work with automated technologies . Companies must offer a range of communications channels to meet differing and everchanging consumer preferences .
While 67 % of UK consumers would rather speak with a person than use self-service technologies , 30 % would rather go the self-service route than have to speak to a company using any other channel .
Over a third ( 37 %) don ’ t enjoy communicating with companies at all , higher than the global average of 26 %, while 33 % want to hear more from them .
Email ranked highest for making a complaint ( 38 %), tracking an order ( 29 %), getting a refund / exchange ( 29 %) providing feedback ( 26 %) and seeking product information / support ( 25 %). �
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