Research by Accenture shows that brands are failing to provide adequate customer service through digital channels. Read the full piece here via marketingweek.
"When it comes to attracting new customers, being easy to do business is the top factor for brands in satisfying people [… ].
For existing customers there is an obvious wish for human contact. In-store and home visits are the service channels that result in highest approval, while three of the top four customer service priorities for consumers are related to the qualities possessed by staff. Most important is that staff be knowledgeable, but they also need to be polite and capable of resolving problems by themselves.
Of these three measures, politeness is the only one where the majority of UK consumers are satisfied; just 45 per cent are happy with the level of staff knowledge and 35 per cent with their ability to help without having to refer problems to colleagues."