The Digital Tipping Point - Balancing Digital and Traditional Customer Engagement
Digital transformation is everywhere, disrupting industries and changing the way people live, work and engage. However, results from a research study by Verint and Opinium of 24,000 consumers and 1,000 businesses across 12 countries reveals that organizations need to balance digital and human customer engagement to thrive – and to survive. Our research reveals:
- Maintaining a human element remains key – 80 percent of respondents prefer human customer service interactions to digital alternatives and 83 percent believe that speaking to a customer service representative on the phone or in store will always be important.
- Complexity plays a commanding role – If the task is simple, 64 percent of consumers will choose digital channels ; If complex, up to 67 percent prefer human interaction
- Personalization, security and privacy are top of mind – Nine out of 10 consumers are concerned about data security and privacy as demand for more personalized service rises 54 percent.
- Digital natives are driving digital, but are still left wanting – Two thirds (67 percent) of consumers and 91 percent of businesses feel customer service online and via mobile devices needs to be faster and more intuitive to serve end users.
So, how do you organizations achieve this balance? Verint together with IDC have outlined Six Steps to Improve the Customer Journey in an Increasingly Digital World in our new white paper: The Digital Tipping Point.