Chat customer experience not so great in UK, claims study
Consumers in the U.K. want to use chat when it comes to customer service, with nearly a third embracing the technology, but satisfaction isn't very high at this point, according to the Eptica 2017 UK Chat Study.
It found that only15 percent of consumers are always happy with the chat service delivered. The study noted 72 percent of consumers said chat use made them a more loyal customer, and while 65 percent were happier using chat today compared to five years ago, 69 percent complained of long waits, agents not having the right information and having to repeat their issue to agents multiple times during a chat session. Just 16 percent said they were getting a personalized experience, according to an Eptica press release.
The study also found that consumers were open to using artificial intelligence powered chatbots, but only in certain circumstances.
"When it comes to chat, consumer expectations are changing fast," said Olivier Njamfa, CEO and founder, Eptica, in the release. "They value its real-time nature, and want to use it as a key part of multichannel conversations with brands. However, our study shows that companies have not kept up — they still seem to see it as a novelty, rather than the must-have that consumers demand."
The Eptica 2017 UK Chat Study polled 1,000 online consumers in September about their attitudes to chat and asked them to evaluate 100 leading U.K. brands. A full report is available here.