86% of consumers prefer to deal with people in customer service

In the digital age, the human component remains as an essential element in customer satisfaction. If we add to this that the optimal customer service is a crucial factor to boost growth, the conclusion is clear: companies must rebalance its traditional and digital investments in order to provide the best customer experience, and promote growth of businesses.

The latest annual study by Accenture Strategy among 24,489 customers from 33 countries and 11 different industries reveals consumer attitudes towards marketing, sales and customer service practices, while highlighting the need for restructuring analog and digital investments directed towards achieving a balance between both of them.

In this sense, although 83% of American consumers (and 86% of Spanish consumers) prefer to deal with people when they interact with brands or companies, it is also true that they prefer to do it through digital channels.

Moreover, it is shown the importance of customer service in the optimal business operation by observing that 52% of consumers have changed suppliers in recent years due to poor customer service, which it has been assumed, in the United States, an extra cost for businesses of 1.600 million. In Spain, this percentage rises to 69%. As for human interaction as an essential element to customer satisfaction:

• 86% of Spanish consumers prefer to deal with people to receive advice.
• 42% say they are willing to pay more if in return receive better customer service.

The data show that there is still a great scope for improvement regarding customer service delivery:

• Once the supplier has been changed, 68% of Spanish consumers said that they wouldn’t return.
• 85% says that the company could have done something else to hold them; and 83% indicates that a service “in person” had influenced his decision.
• In addition, consumers expect the customer service to be easier and adequate (73%), and faster (61%).

In conclusion, reliance on digital technologies has given rise to less “human” customer services, which requires finding the right balance between the digital and the human component in order to achieve more efficient and satisfactory customer services, that allow them to interact with the supplier in multiple forms, and provide impetus to growth.