Report: Don't forgo human element for digital in customer service

New Accenture report shows more than half of Australian consumers surveyed have switched providers in the past year due to poor customer service

More than half of Australian consumers have switched providers in the past year due to poor customer service, a new Accenture report claims.

The 11th annual global Digital Disconnect in Customer Engagement report, which included responses from more than 1350 Australians, found 81 per cent of local consumers prefer dealing with human beings over digital channels to solve customer service issues. The report also found 55 per cent had switched provider in the past year due to poor customer service, with retailers, banks and Internet service providers the worst offenders.

According to Accenture, the estimated cost of these switching activities is $122 billion.

In addition, 48 per cent said they are willing to pay a higher price for goods and services if it ensures a better level of service. Eighty-one per cent also prefer dealing with human beings over digital channels to get advice.

Just over four in five Aussie consumers admitted they find it ‘frustrating’ or extremely frustrating’ dealing with a company that does not make it easy to do business with them, and 61 per cent will not go back once they have left a provider. Just over 40 per cent globally also said they will turn to social media to complain about poor customer experiences.

Accenture Strategy managing director for A/NZ, Luca Martini, said the problem was that there was too much reliance on digital technologies by organisations, which had led to ‘human-less’ customer services.

“Companies have lost sight of the importance of human interaction and often make it too difficult for consumers to get the right level of help and service that they need,” she said. “The beauty of the possibilities offered by today’s technology is that the human touch can be blended into the digital experience [and vice versa], allowing companies to deliver amazing customer service across all channels, while removing the usual pain points.”

The global report was based on a survey of 24,489 consumers globally.

Accenture offered up several key pieces of advice for those organisations based of the results. The first is to put the human and physical elements back into customer services and think about service in terms of experience, rather than methods of interaction.

Companies should also make it easy for customers to switch channels to get the experiences they need. Accenture also advised rooting out the most toxic customer experiences across channels to support their service investment strategies, while also guaranteeing personal data security.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

JP54,D2, D6, JetA1 EN590Dear Buyer/ Buyer mandate,We currently have Available FOB Rotterdam/Houston for JP54,D2, D6,JetA1 with good and w...

Collins Johnson

Oath to fully acquire Yahoo7 from Seven West Media

Read more

Great content and well explained. Everything you need to know about Digital Design, this article has got you covered. You may also check ...

Ryota Miyagi

Why the art of human-centred design has become a vital CX tool

Read more

Interested in virtual events? If you are looking for an amazing virtual booth, this is definitely worth checking https://virtualbooth.ad...

Cecille Pabon

Report: Covid effect sees digital events on the rise long-term

Read more

Thank you so much for sharing such an informative article. It’s really impressive.Click Here & Create Status and share with family

Sanwataram

Predictions: 14 digital marketing predictions for 2021

Read more

Nice!https://www.live-radio-onli...

OmiljeniRadio RadioStanice Uzi

Google+ and Blogger cozy up with new comment system

Read more

Blog Posts

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Should your business go back to the future?

In times of uncertainty, people gravitate towards the familiar. How can businesses capitalise on this to overcome the recessionary conditions brought on by COVID? Craig Flanders explains.

Craig Flanders

CEO, Spinach

Sign in