Embracing digital for customer interaction

New research reveals many UK businesses are failing to step up to online customer service technology

A recent study by IBM and Forrester shows that 83 per cent of UK businesses continue to use telephone centres as their primary source of customer contact, and are failing to embrace digital channels for consumer interaction.

Just 33 per cent of UK business surveyed currently offer online live help to customers.

Other key statistics in the study reveal similar attitudes to digital technology:

  • 43 per cent of businesses offer mobile or tablet optimised apps
  • 39 per cent offer information, purchase or customer service focused apps
  • 30 per cent track online behaviours to inform customer service
  • 30 per cent don’t plan to use social media to provide consumers with company or product information

James Lovell, European smarter commerce consultant at IBM said: “Consumers clearly want to use online channels to not only research products, but also interact with and find out more information about a company. Without this ease of access, consumers could quickly move on to more socially savvy competitors.”

Embracing digital channels can not only enhance your customer service, but can also be more cost efficient for your businesses. Setting up online help forums and giving customers more ways to self-service online can save on contact centre costs and allow for more flexible customer service.

Source: nibusinessinfo.co.uk