Survey reveals significant gaps between customer expectations and service experience in Australia
FYI, this story is more than a year old
Pegasystems announced new research revealing the need for better intelligent automation to improve customer experience.
The survey of 1,020 Australians found that 73 per cent prefer to interact with humans, rather than bots, for customer service. This implies that AI and automated chatbots aren’t meeting the service levels customers receive from live representatives. The data highlights the need for improved understanding of customer needs and better use of technologies by brands that will deliver positive customer outcomes.
Bots can’t replace humans … yet
According to the research, Australians think a human touch is still one of the most critical aspects of brand communication. Human customer service was selected by 29 per cent of respondents - and tied for first - as the most important element of personalised customer experience.
Australians prefer to make complaints (63 per cent), get mortgages (54 per cent), and buy insurance (48 per cent) from people rather than automated services. In fact, consumers only seem comfortable using automation for simple tasks such as ordering takeaway food or booking a taxi – the two least popular transactions with humans at 35 per cent and 26 per cent respectively.
There is a need for speed
At the same time, speed is of the essence. Getting a fast response tied for first (29 per cent) as the most critical aspect of personalised customer experience. Furthering this point, people are most annoyed by waiting a long time to speak to customer service reps and repeating themselves to multiple service reps at 35 per cent and 23 per cent respectively.
Talk to me… via email only
Email is the top communications tool for brands, ranked as the top channel by 77 per cent of consumers, while 11 per cent don’t want any marketing at all on any channel.
Banks still command trust
Interestingly, despite the recent issues with the Royal Banking Commission, banks still rank as the most trusted organisations to safeguard personal information – with 62 per cent trusting them with their data, followed closely by the government (57 per cent).
The next tier of industries trailed much further behind, including insurers (33 per cent), online communications providers (31 per cent) and telco providers (27 per cent).