Customer experience matters more than ever as new report finds nearly half of consumers say it shapes their opinion of the brand

Execs In The Know survey highlights the importance of investing in CX solutions; research shows that a multi-channel approach is essential to meet consumers’ supportive preferences

CHICAGO, October 5, 2021 / PRNewswire / – Global solutions Hinduja (HGS), a global leader in business process management (BPM) and digital user experience solutions, shares its expertise as an exclusive contributor and sponsor of the Execs In The Know CX Leaders Trends and Insights: Consumer Edition 2021 report. The report, produced by Execs In The Know, an executive think tank and global community of customer experience (CX) professionals, reveals how brands can optimize their customer service with digital and unassisted channels as expectations change.

Main conclusions:

  • Consumers want a quick and easy process for resolving issues. Only 10% of consumers said solving their customer service issues had become easier in 2021, compared to an average of 34% over the past three years. Consumers rank “Fair and Honest Treatment” (29%) and “Quick and Easy Process” (25%) as the most important when it comes to dealing with customer service to resolve their issues.

  • The adoption of digital and unassisted channels continues to increase. In 2021, 64% of consumers used the phone to contact customer service. Still, consumers reported a lower preference for voice (40%) and a higher combined preference for SMS support (39%) and self-help (15%) if they knew their problem was was going to be resolved.

  • Investments are still needed to meet growing customer expectations. Today, consumers still rank improving the customer service experience as the number one opportunity where brands can improve at 53%. Creating better products and services tops the list with 41% of consumers sharing where brands could most effectively improve the customer experience.

Digital and unassisted channels continue to increase as consumers seek fast and easy customer service, survey finds

“The survey results show that it is no longer enough to provide exceptional customer service through one channel or another. ” noted Andrew Kokes, Senior Vice President, Global Marketing Director, HGS. “Consumers now expect brands to anticipate their needs and proactively help them get the right answer quickly. When a brand raises the bar for speed of service or ease of doing business, consumers immediately expect all businesses to rise to the same level of experience. customer value, brands need to think customer-centric and make interactions faster and smoother for consumers. By leveraging technology to meet the most basic customer needs and intelligently onboarding people when it adds value to an interaction, brands can take customer engagement to the next level.

To read the full report with all of HGS’s findings and comments, please click here.

About Hinduja Global Solutions (HGS)

A world leader in business process management (BPM) and customer experience lifecycle optimization, HGS helps make its customers more competitive every day. HGS combines technology-based services in the areas of automation, analytics and digital transformation, with deep domain expertise focused on back office processing, contact centers, people care traditional and digital, to deliver transformational impact to customers. Part of the multi-billion dollar conglomerate Hinduja Group, HGS takes a truly ‘globally local’ approach, with 42,769 employees in 55 delivery centers in seven countries, making the difference for some of the world’s largest brands in nine key verticals . For the year that ended March 31, 2021, HGS achieved a turnover of US $ 753.9 million.

Visit to find out how HGS can help you make your business more competitive.

About EXECS In The Know

Execs In The Know brings together Customer Experience (CX) leaders from all industries with the goal of moving the conversation forward and establishing a new agenda to deliver incredible experiences to consumers. As a global community of the brightest minds in CX, Execs In The Know provides opportunities to learn, share, network and engage to innovate. Operating under the motto of ‘Leaders Learning From Leaders’, Execs In The Know facilitates numerous community engagement opportunities such as their biannual national event, the Customer Response Summit; virtual CX series, CustomerCONNECT; and private online community, Know It All. There are also exclusive laser-focused engagements, such as industry briefings, virtual lunches, and executive roundtables. Execs In The Know also guides and informs the industry with a rich tapestry of CX related content that includes CX Insight magazine, industry research, webinars, podcasts, blogs and more.


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