(Originally published in CRM Magazine)
"Your call is important to us. Please stay on the line or you can visit our Web site to resolve your query...."
We've all been there—waiting to speak to a customer rep when we have exhausted other ways to address a service issue. We may have spent the time wondering if the online service and call center are sufficiently integrated. Or we may have reached the conclusion that neither sufficiently satisfy the different ways customers want to engage with their service provider.
The recently released Accenture Global Consumer Pulse Research, which has tracked consumer attitudes and behaviors toward marketing, sales, and customer service around the world for the past decade, reveals just how much digital technology has reshaped consumer behavior. Your days are numbered if you have slow, inefficient customer service, which helped drive the 53 percent of U.S. consumers who switched providers last year in at least one industry. On the other hand, a headlong rush to digital poses a danger as well. Many customers still encounter significant barriers to adopting the digital service channels they want. As a result, customer switching has put an estimated $1.6 trillion in revenue opportunity in play in the U.S.