As mobile phone use grows, we are beginning to see a transformation in customer care.  Mobile devices are contributing to a fundamental shift in the way consumers prefer to access customer care, escalating the demand for customer care via the mobile channel.  In order to get a clear sense of this change, Nuance Communications conducted an online survey using TwtSurvey with multiple choice questions to gather input from consumers about their experiences, pet peeves and preferences when it comes to calling customer care. Here’s a look at what they found:

Detailed Top-Line Findings:

• 69% of consumers prefer to contact the contact center with their mobile device versus a land line phone, online or any other method.
• When asked what makes a great experience with an automated speech-enabled customer service system:
  • 77% of consumers surveyed rated the following favorable or very favorable:
    • I don’t have to repeat myself if/when I’m transferred to an agent
    • The system understands me the first time
  • 69% of consumers rated the following favorable or very favorable:
    • The ability to answer questions verbally without selecting from a list
    • The system steers me to the correct destination
• When asked about scenarios in which the automated system is preferred over live agent assistance, consumers surveyed responded…
  • Check flight/train status (77%)
  • Get store location and/or hours of operation (69%)
  • Check account balance, payments due, etc. (54%)
  • Refill prescription or place another type of retail order (54%)
  • Pay a bill (46%)
  • Check status of insurance claim (38%)
  • Updating personal account information (23%)
• When asked about their biggest pet peeves when it comes to contacting the call center for customer care, consumers responded…
  • It takes too long to get what I need (92%)
  • The system doesn’t offer me the option I’m looking for (85%)
  • Long wait times to speak with a live agent (85%)
  • The live agent doesn’t have the information I’ve already provided to the automated system (69%)
  • The system doesn’t understand what I’m trying to say (62%)
  • The menu options are confusing (54%)
  • The system or agent can’t help me and gives me another number to call (46%)
  • The system requires a password that I don’t have available (38%)

From this research, it’s clear that companies need to factor the growth of mobile into their contact center strategies, because the majority of consumers (69%) prefer to contact customer care with their mobile device versus a land-line phone, through the Internet or any other method.  Throughout the study consumers showed that they would prefer to use an automated system to obtain basic information, because calling a live agent can take too long.  This means companies should make sure they’re designing their customer care system to automate functions like checking account balances, making payments, checking status for travel (e.g. airlines, trains, etc.), and checking addresses and business hours.  This would not only free up agents to assist customers with larger needs, but it will create considerable savings as well.

If companies do choose to integrate an automated system it is also important to do it right.  When automating  more calls, companies need to ensure their speech recognition system understands callers the first time, steers callers to the right destination, doesn’t require a caller to repeat him/herself if transferred to an agent, and allows customers to speak their selections naturally rather than choosing from a pre-set menu.  This will ensure an exceptional customer experience by allowing customers to obtain the information they need quickly.