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Consumers willing to pay more for customer service

November 25, 2015

Reception1A survey by Xerox found that the importance of the customer care experience was important to consumers of all ages, with even 40 percent of 16 to 20-year-olds prepared to pay more to “ease the support process”.

Seven in 10 of those aged over 71 would also pay more, a survey by the OEM of 6,000 consumers in France, Germany, the Netherlands, the United Kingdom and the United States found, Business Wire reported.

The preferred sign-up route is still face-to-face contact in a retail store, which appealed to 38 percent, as well as for set-up in the technology sector, which 25 percent opted for.

31 percent said they don’t want any form of personalisation because of privacy concerns, while half of those over 50 were uncomfortable with the way brands use their personal data. Nonetheless, 56 percent were happy with alternative methods of digital communication, with 29 percent ruling out this option and 15 percent saying they were yet to decide on the emerging technology.

Younger consumers find the concept more appealing, with 72 percent of the 16 to 20-year-old respondents open to the new form of artificial intelligence, compared to 36 percent of 71 year olds. Single-brand ecosystems are expected to predominate, with 51 percent of all respondents expecting to buy into a single brand by 2025, representing “a huge opportunity for brands to position themselves at the heart of their customers’ worlds”.

25 percent of respondents still prefer the call centre, which dominates in the United States, with 32 percent, and in France, with 27 percent. Yet 42 percent said there would be no call centres by 2025.

Nancy Collins, Group President of Xerox’ High-Tech, Communications and Media group, said:  “We all know that customer satisfaction is a strong indicator of loyalty. 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.

“Delivering that personalised 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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