Xerox Survey Finds Consumers Willing to Pay for Better Customer Care Service from Their Preferred Brands
November 24 2015 - 9:00AM
Business Wire
Consumer Preferences Highlighted in the Growing Media, Telecom
and Technology Sectors
A new Xerox (NYSE:XRX) report, The State of Customer Service
2015, reveals that over half (54%) of consumers would pay more
money for better customer care from their preferred brands.
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The report, which surveyed 6,000 consumers in France, Germany,
the Netherlands, the United Kingdom and the United States, found
that the importance consumers placed on a quality customer care
experience was significant amongst all sectors, countries and age
groups. The survey showed seven in 10 of those aged over 71, and
even 40% of Generation Zs (aged 16-20) were prepared to pay more to
ease the support process.
In addition to underlying dissatisfaction, many consumers
continue to be both unimpressed and wary of personalization due to
privacy concerns. Nearly a third (31%) indicated they don’t want
any form of personalization and half of those aged over 50 claimed
they were uncomfortable with brands’ use of their personal
data.
The survey also revealed a willingness to use more automation to
respond to their inquiries with such tools like a ‘virtual
assistant’ which is software that mimics the actions of customer
care agents. While 56% expressed comfort with alternative methods
of digital communication, 29% ruled out this option and 15% said
that they had yet to form an opinion on this emerging technology.
Demographically, the concept appeals to younger consumers. 72% of
Generation Z are open to this new form of artificial intelligence,
compared to only 36% of those aged over 71.
“We all know that customer satisfaction is a strong indicator of
loyalty,” said Nancy Collins, group president of Xerox’s High-Tech,
Communications and Media group. “Whether it’s more expertise from
customer care agents, shorter wait times or a seamless omnichannel
experience, there is a clear opportunity for brands to better use
technology to build trust and treat every consumer as an
individual.”
The survey questioned technology, communications and media
industry consumers about channel preferences, customer satisfaction
and loyalty and privacy and personalization. It expands on previous
surveys that focused on customer loyalty in the communications
sector.
Other trends revealed by the survey include:
- One brand ecosystems expected to
predominate: Single brand ecosystems don’t exist – yet. In 2025,
51% of consumers in the three sectors surveyed expect to buy into a
single brand - a huge opportunity for brands to position themselves
at the heart of their customers’ worlds.
- The call center must evolve: The call
center is still the channel of choice for 25% of consumers and
dominant in the United States (32%) and France (27%). But with two
fifths (42%) saying that there will be no call centers by 2025, it
is time now to think about how it must evolve.
- Time to rethink the retail store: The
physical retail store still holds appeal for many. The face-to-face
contact of a retail store remains consumers’ most preferred route
for sign-up (38%) and set-up (25%) in the technology sector.
“With many consumers willing to pay more for it, organizations
must make the investments necessary to ensure that their customer
service works better,” said Collins. “Delivering that personalized
service so many consumers crave while ensuring their data will be
handled carefully is an ongoing challenge. We see a great
opportunity for businesses to bridge the gap and differentiate
themselves with the next-gen tools such as analytics, automation
and artificial intelligence that push the traditional customer care
models forward.”
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About the Study:
The State of Customer Service 2015 study was conducted in June
2015 on behalf of Xerox and surveyed 6,000 consumers in the United
States (2,000), the United Kingdom (1,000), Germany (1,000), France
(1,000) and the Netherlands (1,000). The study is available in
three editions: Technology Edition, Communications Edition and
Media Edition. The Xerox report on the study can be downloaded
here:
https://www.xerox.com/en-us/services/customer-care/customer-service-2015
About Xerox
Xerox is helping change the way the world works. By applying our
expertise in imaging, business process, analytics, automation and
user-centric insights, we engineer the flow of work to provide
greater productivity, efficiency and personalization. We conduct
business in 180 countries, and our more than 130,000 employees
create meaningful innovations and provide business process
services, printing equipment, software and solutions that make
a real difference for our clients – and their customers. Learn more
at www.xerox.com.
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version on businesswire.com: http://www.businesswire.com/news/home/20151124005359/en/
Media:XeroxKevin Lightfoot,
214-841-8191kevin.lightfoot@xerox.comorXerox EuropeRobert
Corbishley, +44 (0) 1895 843239robert.corbishley@xerox.com
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