In 2011, NICE inaugurated research into the behaviorand preerences 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 Preerence 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 dierent 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 successulchannel or accomplishing tasks.It is perhaps not surprising to learn that consumerscontinue to interact with service providers across a growing
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 successully 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 preerring 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 satisaction 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 oce (42%).
The IVR has a signifcant negative impact on customer satisaction 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 oalternative 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 beore.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 olive representatives are high. Forty percent o respondentsexpect reps to be inormed o their experiences uponbeginning the conversation and to be able to successullyresolve 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.”