The two sides to the Customer Experience story
In this latest installment of NICE inContact research, in conjunction with MaritzCX, we surveyed businesses with call center operations of all sizes on the same customer experience topics we previously surveyed among a broad group of consumers.
The combined results of those two waves of research tell a very revealing, two-sided story of current state customer experiences and expectations for emerging omnichannel services.
Key findings include:
Your customer service isn’t as good as you think
- Agent-assisted service – 18% gap
- Business rating 63% success
- Consumer rating 45% success
- Self-service experience – 13% gap
- Business rating 52% success
- Consumer rating 39% success
More customers still prefer agent-assisted phone calls
Over 50% of businesses offer all agent-assisted and self-service channels—online chat/video, SMS, social media—though most customers still rely heavily on inbound/outbound phone calls for fastest resolution.
Businesses misalign with customers on personalization 21% of consumers studied rate personalized service a top priority compared to 13% of businesses
Businesses and customers agree that companies should direct customers to the channel that resolve their situation in the quickest way
Customer experience. In their own words
Hear from actual customers to learn how different industries are delivering better customer experiences in this 15-industry report.
2015 inContact Contact Center Consumer Research (PDF)
The study, conducted online by Harris Poll, on behalf of inContact, provides key insights into Americans placing orders over $25 via phone or online in the past 6 months, including types of products/services ordered, total value of all orders, and interactions with a company representative at various stages of the purchase journey.