Customers Say it's Okay to Ask for Feedback

New research from customer management leader Convergys Corporation shows that consumers welcome proactive outreach from service and sales organizations, but only when companies make the interaction relevant by first understanding the consumer’s individual needs and interests.

The Convergys 2011 U.S. Customer Scorecard Research offers an in-depth view of contact preferences - by topic and channel - and underscores the importance of analytics tools that provide the insights essential to making interactions worthwhile for

consumers and companies alike.

When communications are on the mark, consumers are receptive to outreach on a variety of issues:

* 60% of consumers want to be informed of excessive or unusual usage or fraud, and about special offers and discounts

* 51% want to learn about product/service upgrades

* 43% say it’s “okay” to contact them for feedback on the quality of service

* 41% approve of a reminder about a payment or deadline renewal

However, although many consumers are open to proactive outreach, companies often squander the opportunity by using generalized outreach that alienates consumers.

According to the Convergys research, nearly one out of every four consumers who complain about the effort of working with companies specifically cite company employees who waste their time trying to sell them something they don’t want.

“Every customer wants a message that applies only to them, not generic interactions that fit everyone,” said Igor Sarenac, Convergys Vice President. “A vital factor in getting the message right each time is the use of real-time analytics that integrate data into a complete view of the customer. Real-time analytics ensures a personalized, targeted interaction that eliminates effort and makes each customer feel special.”

In addition to favored topics, consumers also expressed specific channel preferences. Nearly three-quarters of respondents preferred e-mail outreach, while more than half said contact via U.S. mail or telephone were also acceptable.

Automated and new media channels were less popular, with only one in five consumers preferring IVR and text messages, and fewer than in one in ten saying they prefer to be contacted by social media.

“Successful customer interactions hinge on both the message and the medium,” said Sarenac. “Companies must not only tailor the message to the customer’s interests, but also deliver it via a channel of the customer’s choice.”

Methodology – 2011 Convergys U.S. Customer Scorecard Research

This is the third year in a row that Convergys has conducted its U.S. Customer Scorecard Research. The research focuses on individuals who have had some type of customer experience in the past six months with two or more of the following industries: banking, credit cards, healthcare insurance, Internet service provider, mobile phone, retail, satellite/cable, technology and telephone.

Individuals 18 to 74 were eligible for this study, and women and men were nearly evenly represented. 3,514 people responded to the survey.

Convergys also conducted a survey of employees to explore their perceptions of customers, the customer experience, and the employees’ readiness to provide excellent customer service.

Employees who fulfilled some type of direct customer service function in one of the nine industries listed above were eligible for the study.

Both the customer and employee research were conducted via the Internet using an online panel.

About Convergys

Convergys Corporation (NYSE: CVG) is a global provider of customer management solutions, including proactive service, self-service, and agent-assisted services to optimize the customer experience. Info: www.convergys.com.
 
 

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