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NICE 2012 Consumer Survey Report

NICE 2012 Consumer Survey Report

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MORE CHANNELS, MORE CHOICE,MORE INTERACTIONS:
THE CHALLENGE OF SERVING THE ENGAGED CUSTOMER
2012 Consumer Channel Preerence SurveyHighlights and Implications or Service ProvidersMay 2012, NICE Systems
www.nice.com
 
www.nice.com
2
Executive Summary
In 2011, NICE inaugurated research into the behaviorand preerences o customers as they interact with theirservice providers. Then, we ound that people like doingbusiness with providers online, via the web, and that, whilehaving a multiplicity o interaction channels is important toconsumers, the contact center remains a critical second-tier service resource. A year later, our 2012 ConsumerChannel Preerence Survey establishes these trends,showing even more channels and more empowered,engaged customers in play.Our 2012 ndings reveal that, while the Web is still the mostpopular-and growing-choice or customer sel-service,consumers today use as many as six dierent channels orcontacting their service providers. Smartphone applicationsand social networks have grown in popularity, with morethan 40% o respondents noting that they have increasedtheir use o these additional channels. Despite this trend,the contact center is still viewed as the most successulchannel or accomplishing tasks.It is perhaps not surprising to learn that consumerscontinue to interact with service providers across a growing
Key Findings
 The Web is the number one interaction channel.
Nearly a third o respondents (28%) interact with theirservice providers via the web at least once a week. Financial Services customers are the heaviest Web users:60% visit their providers’ web channels weekly and 74% are able to successully complete their transactionsusing the Web. 
The use o all interaction channels is growing,
especially in the travel/hospitality and insurance sector. Thehealthcare industry lags behind in multi-channel service, with healthcare customers preerring to use servicecenters (85%). 
The use o smartphone apps and SMS is on the rise (34%),
with the strongest growth in nancial services(46%) and travel (38%). More than hal (52%) o nancial services customers report satisaction with smartphone apps. 
Hal o respondents cite frst call resolution as the primary motivator to contact a live rep,
whether byphone (50%) or at a branch oce (42%). 
The IVR has a signifcant negative impact on customer satisaction and loyalty.
60% or respondents seekto bypass the IVR to get to a live representative.number o channels, or that Generation Y (consumersaged 18 - 30) is leading the way in expanding the use oalternative sel-serve channels. But it is intriguing to learnthat the use o virtually all interaction channels is growing,with customers creating more interactions than ever beore.Regardless o which channel they choose to initiate contactwith an organization, more than 50% o respondents notedthat, i they cannot easily achieve resolution, they will turnto the contact center. There, customer expectations olive representatives are high. Forty percent o respondentsexpect reps to be inormed o their experiences uponbeginning the conversation and to be able to successullyresolve their issues quickly.In order to meet such high expectations, organizationsmust provide a consistent and continuous experienceacross an array o interaction channels. Most importantly,they must be able to understand and shape interactionswith customers in real time, at what amounts to a DecisiveMoment, when customers are, literally, “on the line.”
 
www.nice.com
3
 About The Survey
In the all o 2011, NICE conducted original research to understand customer experience and preerences when peopleinteract with their service providers. We sought to:Understand the requency with which customers use various channels (branch oces, phone, email, etc.) to interact withthe companies they do business with.Assess satisaction, pain points and motivation to use various channels.Understand customers’ preerences or channels and possible gaps with usage.NICE collected survey responses rom nearly 1,200 people between the ages o 18 and 65, living in major metropolitanareas in the United States, United Kingdom and Australia. The survey ocused on their interactions with providers onancial, telecommunications, travel and hospitality, healthcare and insurance services. Respondents were allowed torespond or up to two service provider experiences (e.g., telecom and insurance providers), bringing the total o surveyresponses to nearly 2,000.
Findings
More Channels, More Interactions
Echoing the results rom the previous year, the 2012 NICE Consumer Channel Preerence Survey reveals that consumersexercise a wide range o channels when interacting with their service providers. In this year’s survey, however, we seeconsumers turning to more channels than ever beore. Consumers today use, on average, almost six dierent channelsor contacting service providers. Traditional channels - live rep, web, branch locations, IVR, email and standard mail - areused most requently, though standard mail is the sole channel showing declining use. And smartphone apps, socialnetworks and websites show the highest growth. But across the board, approximately 86 percent o consumers report theyare interacting more oten or at the same level with their service providers. This growth in interactions across virtually allchannels is an intriguing nding among this year’s results.
Figure 1 - Change in Channel Usage Relative to 2 Years Ago
Please indicate whether you use the method or channel with your provider more, the same, or less oten than youdid two years ago.
Less then 2 years ago Same as 2 years ago More than
2 years ago
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