Consumers Want a Personalized Customer Experience

By Dennis McCafferty  |  Posted 2016-01-25 Email

A significant percentage of consumers around the world prefer digital channels over traditional ones when contacting their technology brands, according to a survey from Xerox. The resulting report, "The State of Customer Service 2015," indicates that digital contact options are most likely to satisfy customers when they're asking about products, resolving issues or addressing other brand-related topics. Many companies, however, are missing out on the opportunity to create a highly personalized customer experience, findings reveal, despite the fact that most consumers would like that. "Whether it's more expertise from customer care agents, shorter wait times or a seamless omni-channel experience, there is a clear opportunity for brands to better use technology to build trust and treat every consumer as an individual," said Nancy Collins, group president of Xerox's high-tech, communications and media group. "With many consumers willing to pay more for it, organizations must make the investments necessary to ensure that their customer service works better. … We see a great opportunity for businesses to bridge the gap and differentiate themselves with the next-gen tools such as analytics, automation and artificial intelligence that push the traditional customer care models forward." The report also includes perspectives on what technology will look like in 2025, and we've included those results here. An estimated 6,000 global consumers took part in the research.

Dennis McCafferty is a freelance writer for Baseline Magazine.

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