Research Finds Service Providers Still Can’t Work Out How To Please Customers

Research Finds Service Providers Still Can’t Work Out How To Please Customers
SHARE
THIS



Software company Pegasystems Inc. has announced the results of a new survey that reveals several service-based industries have not progressed beyond the fundamentals of customer service at a time when consumer expectations are reaching new heights.

The Australian survey of more than 1000 participants – a combination of consumers as well as business decision makers from customer service-centric industries, specifically banking and broadband – also sheds further light on the perception gap between how well businesses think they perform versus what their customers actually experience.

The Pegasystems report finds that while 82 per cent of service businesses believe they know their customers well, only one quarter of banking and one fifth of broadband consumers feel the same. Furthermore 96 per cent of organisations agree that customer experience is a critical or important differentiator, raising questions as to why they are not achieving the intimacy required to anticipate customer needs and personalise the customer journey.

Indeed 83 per cent of decision makers admitted their customer service initiatives over the last two years have primarily focused on ‘getting the basics right’ even as consumers now demand more advanced, personalised experiences.

“While service organisations in Australia have certainly come a long way to adapt to changing customer needs, this research indicates that more work still needs to be done to enhance the customer experience,” Pegasystems MD ANZ Scott Leader said.

“Technology has now progressed so far that the guesswork involved in creating the perfect customer experience has been removed. CRM can now not just track customers’ movements but also anticipate their needs, adapt as those needs change, and provide an exceptional experience every time. This is where the future of service industries lie, and organisations in this space should take heed.”

“Digital disruption has fundamentally changed the way in which people consume products and services, and interact with companies,” Pragmatic Thinking psychologist Alison Hill added.

“In a busy world, time is now the consumer’s most important currency. Every interaction that doesn’t respect this and costs consumers more time, such as them needing to tell their story again and again, undermines good customer service. Consumers are thirsty for companies who can pre-empt their needs and actually save them time.”

Key research highlights:

The need for speed

While 66 per cent of businesses believe their service representatives quickly respond to their customers every time, 66 percent (banking) and 77 per cent (broadband) of consumers disagree, indicating businesses must speed up response time to meet customer expectations.

Can you hear me now? 

Consumers say that one of their top customer experience  problems is with companies that fail to listen to their needs, despite the fact that businesses self-rank this capability as their top customer service attribute, indicating a major disconnect.Consumers also cited difficulty in getting a quick path to assistance and, organisations delivering just the bare minimum service, in their top customer service issues.

Who’s responsible for the customer experience?

The majority (73 percent) of Australian businesses surveyed believe the CEO is responsible for the customer experience, suggesting a worrying complacency amongst business stakeholders that customer experience is ‘not their job’, as opposed to being a company-wide issue.

Businesses Still Learning the Customer Service Ropes

Though a wide majority of businesses surveyed understand the importance of customer service to their brand, most are still focused on the basics while new innovative business models are gaining the attention of their customer base:

Still mastering Customer Service 101

Only 10 percent of service businesses have been working on developing omni-channel integration capabilities over the past two years, which underscores the point that most organisations are focused on mastering the basics at the expense of services that can help them better engage with customers in the future.

Digital disruption lurks in the background

The survey found businesses underestimate the threat from new, innovative providers as 80 percent believe the biggest competition still remains with other traditional providers within their existing market.  Indeed, both banking (26 per cent) and broadband (33 per cent) customers have themselves indicated that they would consider switching to a new, innovative company over traditional organisations.

Analytics trends to the top of the tech agenda

Businesses that are investing in customer experience say that analytics (cited by 66 percent of respondents) ranks as the top technology priority, with social media (59 per cent), mobile (52 per cent), and marketing (51 per cent) also ranking highly. Interestingly, customers did not choose social media as a channel for excellent customer service, citing telephone as the best channel. This also indicates that service providers are moving to address one of the key concerns of customers by using analytics to provide better personalised services.

Who’s leading in Customer Service?

Restaurants best cater to customer needs

Consumers in Australia rank restaurants (43 per cent), hotels (40 per cent) and physical retail outlets (30 pe cent) as having the best customer service, while industries such as telecom (10 per cent), legal services (8 per cent) and utilities (5 per cent) lagged behind.

Brick and mortar provides better retail shopping experience

Traditional retail shops ranked third (30 per cent) while ecommerce sites (3 per cent) fell to the bottom of the list. This supports conclusions about shoppers’ preferences for face to face customer service over digital interaction.

 

Please login with linkedin to comment

Choice computer science nbn The Beef Oracle

Latest News

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore
  • Advertising
  • Media

Acast Adds New Brand Suitability Controls For Advertisers Via Comscore

Acast, the independent power source of podcasting has teamed up with Comscore to provide brand suitability controls for brands advertising through the Acast Marketplace. This new innovation is part of a global partnership with Comscore, and will be available to all advertisers working with Acast Australia and New Zealand. The brand suitability solutions offered by […]

Wavemaker Names Susie Si As New Vodafone Lead
  • Media

Wavemaker Names Susie Si As New Vodafone Lead

Media agency Wavemaker has appointed Susie Si as group business director – to lead the Vodafone account. Si joins from sister agency MediaCom, where she has spent the last 8 years. Most recently she was group client lead on News Corp. Si will report to Wavemaker Sydney managing director Ian Edwards, and replaces Emily Cook […]

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy
  • Marketing

Trade Indy Opens Sydney Office With Appointment Of NSW Commercial Director Ben Mulcahy

Headquartered in Melbourne, Trade Indy is expanding off the back of strong client retention and consistent growth through existing and new business. Founded in Melbourne in 2014, the team have since expanded the business through team members in Singapore, Indonesia, Tasmania and Queensland, and are pleased to announce the full-time employment of NSW commercial director […]

Outbrain Goes Public, Making Nasdaq Debut
  • Marketing

Outbrain Goes Public, Making Nasdaq Debut

Outbrain Inc. has announced the pricing of its initial public offering of 8,000,000 shares of common stock at a price to the public of US$20.00 per share. The gross proceeds to Outbrain from the offering, before deducting the underwriting discounts and commissions and offering expenses, are expected to be approximately $160 million. The shares began […]

HubSpot To Support The GO Foundation As Part Of World Certification Week
  • Technology

HubSpot To Support The GO Foundation As Part Of World Certification Week

HubSpot, the customer relationship management (CRM) platform for scaling companies, has announced that as part of its World Certification Week, it is supporting the GO Foundation with its mission to empower young Aboriginal and Torres Strait Islander people through education. As part of the support, HubSpot will donate $5 for every HubSpot Academy certification awarded […]

IntelligenceBank Secures $50M Investment From Five Elms Capital
  • Technology

IntelligenceBank Secures $50M Investment From Five Elms Capital

IntelligenceBank has today announced a strategic growth investment from Five Elms Capital. The $US37 million ($50 million) investment comes as brands and enterprises have realised that outdated technologies, disjointed data sources, and manual processes make it challenging to efficiently manage essential marketing workflows and ensure compliance across the organization. IntelligenceBank digitally transforms manual processes and […]

SCA Announces Ten New Dab Music Stations Via LiSTNR
  • Media

SCA Announces Ten New Dab Music Stations Via LiSTNR

Southern Cross Austero (SCA) announced today 10 all-new DAB+ music stations on LiSTNr. The introduction of the 10 new Dab stations takes the number of music stations to 25 and reinforces its commitment to growing exclusive music programs and content. The 10 new stations have been created to cater to a variety of moods and […]

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic
  • Media

SBS Launches Live Interpreting Of Daily NSW COVID-19 Conferences In Vietnamese And Arabic

SBS has launched live interpreting of the daily NSW Government COVID-19 press conference in languages other than English, to provide communities with access to the latest information and critical health messages. The national-first initiative provides real-time interpreting of the press conferences in Arabic and Vietnamese, streamed live every day on the SBS Arabic24 and SBS Vietnamese Facebook pages, SBS […]

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities
  • Technology

Linktree Chooses Snowflake To Support Intelligence And Analytics Activities

Snowflake, the Data Cloud company, today announced it has been chosen by market-leading linking platform, Linktree, to support the company’s business intelligence and analytics activities. Linktree enables creators, brands, artists, publishers, agencies, and businesses of all sizes to curate an online ecosystem and monetise their passion, instantly guiding their audience to the destinations they care […]

London, UK - August 01, 2018: The buttons of Snapchat, Facebook, Instagram and WhatsApp on the screen of an iPhone.
  • Media

Snapchat Sees 116% Increase In Revenue

The last time B&T saw impressive increases the size of 116% was the swipe left rejections on our Tinder profile.

by B&T Magazine

B&T Magazine
Woman hand using modern laptop computer to connect with live streaming video on social network
  • Technology

Xandr Sees 125% Lift In Video Spend

Xandr, AT&T’s data-enabled technology platform at the intersection of digital and TV, today shared results of premium video, Connected TV (CTV) and curated media spend on its platform for Q2 2021, which saw significant increases.

Taboola Acquires Connexity For $1 Billion
  • Technology

Taboola Acquires Connexity For $1 Billion

Taboola (Nasdaq: TBLA), a global leader in powering recommendations for the open web, helping people discover things they may like, announced today that it has entered into a definitive purchase agreement to acquire Connexity from Symphony Technology Group for approximately $US800 million. Connexity is one of the largest independent e-commerce media platforms in the open web, serving over 1,600 direct merchants, and 6,000 publishers.

How To Re-Engineer Your Event Mix With ON24
  • Partner Content

How To Re-Engineer Your Event Mix With ON24

Events are increasingly shifting online. You can't get loaded on booze & arancinis, but you'll save on dry cleaning

by B&T Magazine

B&T Magazine
Twitter Lifts Revenue 74% On The Back Of Advertising Boom
  • Technology

Twitter Lifts Revenue 74% On The Back Of Advertising Boom

Twitter has just experienced its fastest growth in revenue since 2014, with the social media platform benefiting from increased interest from advertisers. Revenue was up 74 per cent YoY, according to the company’s Q2 results, reaching $US1.19 billion ($1.6 billion) from $US683.4 million ($925 million) 12 months ago. The strong results came in the same […]

by B&T Magazine

B&T Magazine