These past few months I conducted a global study in collaboration with SSI (fieldwork & research) and No Problem! (translations). The object of the study was to look into new consumer trends regarding customer service in a digital world. The most striking conclusion was that the average consumer is becoming a genuine do-it-yourselfer. Both before, during and after the purchase, the modern consumer wants to stay in control as much as possible.
If this trend continues, customer service may shift from a personal to an automated world. If so, one could wonder if such a world will still have a need for webcare. Many companies are struggling with the large influx of tweets and Facebook messages. They have no long-term vision of how to deal efficiently with the sharp increase of questions on social media. Well, considering the results of our study, one might think it’s really not all that important anymore.
This concerns just 2% of consumers
We asked people what channels they use to contact companies when they have a question, both before and after a purchase. The two most popular channels are the telephone and self-service. What’s more, self-service is already the number one choice in every phase.
