customer care survey finds businesses and consumers disagree on customer experience

The Care GapSURVEY HIGHLIGHT MAJOR DISCREPANCY BETWEEN

CONSUMER AND BUSINESS

PERCEPTIONS OF CUSTOMER CARE

Brands and Consumers Wildly Disagree on How Businesses “Care”

In a world where customer service, marketing and information technology (IT) are blending, the comprehensive consumer experience has become the focal point for brands. In this ripe arena of connection, brands’ ability to “Care” for their customers is the key to building enduring relationships and boosting sales. Because of its power to reach consumers at the time, in the place and in the manner they desire, mobile devices are increasingly pervasive in businesses’ communications and marketing strategies. A global survey of customers and businesses, Identifying the Care Gap in Business-to-Consumer Engagement, explores “Care” and measures consumer satisfaction. Findings show a large discrepancy between the way businesses and consumers view Care.

Key Findings

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A 37 point perception gap exists between how businesses rate the care they provide and the scores customers assign to their experience

Copyright © 2014 Mblox, Inc. All rights reserved. 3

Brands and consumers disagree on “Customer Care”

Key Finding 1:

Respondents rated financial services as the industry who cares most for them, and insurance as the one who caresthe least.

There’s still a large gap between what industry and consumers believe.


Key Finding 1:Brands and consumers disagree on “Customer Care”

Key Finding 2:

A 20 point perception gap exists between the way businesses and consumers rate satisfaction with mobile communication


Consumers are not satisfied with how they are being communicated with via mobile


Key Finding 3:Together, SMS and email dominate consumer preference for mobile communication with brands

o O n l y 5 8 % o f c o m p a n i e s u s e m o b i l e t o e n g a g e w i t h c o n s u m e r s , y e t 8 6 % o f c o n s u m e r s i n d i c a t e t h e y a r e o p e n t o m o b i l e e n g a g e m e n t .

o C o n s u m e r s p r e fe r e m a i l a n d t e x t a s b r a n d s ’ m e t h o d s o f e n g a g e m e n t .

o U s e e m a i l f o r m a r ke t i n g m e s s a g e s , a n d t e x t f o r u r g e n t c o m m u n i c a t i o n ( o u t a g e n o t i f i c a t i o n s , r e p a i r s s t a t u s , f r a u d a l e r t s ) .


Key Finding 4:The Privacy Fallacy: Consumers are not afraid of interacting with businesses via mobile

Consumer preferences for mobile communications

o O n l y 1 4 % o f c u s t o m e r s d o n ’ t w a n t t o b e c o n t a c t e d v i a m o b i l e - p r i m a r i l y b e c a u s e o f p r i v a c y c o n c e r n s ( 6 4 % ) – C r e a t i n g c l e a r o p p o r t u n i t i e s t o r e a c h 8 6 % o f c o n s u m e r s

Closing the Gap


Closing the Gap

Messaging channels are not competitive but complimentary – adopt a multi

channel approach

Message Channel

Device Channel


Closing the Gap

The nature of the Communication determines the message channel, then the device channel

IMMEDIATEpassword authentication

fraud notificationtravel alerts

location-based offers

PROMOTIONALcoupons

online offersbrand advertising

contests


Closing the Gap

Do we have to use ALL of them?


Closing the Gap

The answer is YES*, and the consumer will decide which one he

prefers


Closing the Gap

Top 5 ways to close the Care Gap

Use customer service as a marketing channel; build cooperative insightson consumers and pay close attention to communication channels

Build relationships between marketing, customer care & technology; work together within departments to deliver a cohesive message

Take some risks – brands doing the most creative things are usuallydoing what’s counter-intuitive

Let the customer dictate how and when they’re communicated with; deliver

messages in context and use influencers who “speak the same language”

A mobile strategy is more than an app strategy


Closing the Gap

Excellence in customer experience = superior care + relevant, targeted

marketing

…using the right touch points in

the right way to create the best

experience for consumers

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Report Methodology

M i l l wa r d B r o wn D i g i t a l o n b e h a l f

o f M b l o x s u r ve ye d a c o l l e c t i ve

1 , 6 5 0 m o b i l e p h o n e u s e r s o ve r

t h e a g e o f 1 8 i n : t h e U n i t e d

S t a t e s , t h e U n i t e d K i n g d o m , a n d

A u s t r a l i a . W i t h i n t h i s g r o u p ,

1 , 1 0 0 a d u l t s ( 1 8 + ) c u r r e n t l y

h a ve a n a c c o u n t o r i n t e r a c t w i t h

a c o m p a n y i n t h e r e t a i l ,

h e a l t h c a r e , f i n a n c i a l s e r v i c e s ,

i n s u r a n c e a n d / m a r k e t i n g a n d / o r

t e l e c o m / c a b l e / u t i l i t y i n d u s t r i e s .

W i t h t h e s e i n d u s t r i e s t h e f i r m

a l s o s u r ve ye d a n a d d i t i o n a l 5 5 0

a d u l t s ( 2 5 + ) wo r k i n g i n a

c u s t o m e r s e r v i c e / m a r k e t i n g r o l e

o r h i g h e r.

o La rgest g l oba l A2P SM S prov i der

o Del i ver mul t i - cha nnel messa g i ng so l ut i ons t hat support enterpr i se market i ng & customer ser v i ce , i nc l ud i ng :

o SM So M M So Voi ce (**Ser v i ces )o P ush

customer care survey finds businesses and consumers disagree on customer experience

Mobile

mobile copyright

mobile communication

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customer care key

consumers rate satisfaction

mobile engagement

mobile communications

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