Online support services are the most common method of interaction between a company and its customers. There are several options available to a consumer from emailing the customer support desk to directly connecting with them over a call. These options
We were unable to find the requested information about what the consumer does before hitting online support, or at what point they decide to contact online support, but we were able to locate information about the expectations of consumers from online customer support.
In order to provide a detailed answer to the research criteria, we began our research by exploring Forbes, Inc., Smart Insights, Customer Think, and others. We searched these media portals for articles concerning consumer behavior, particularly for domestic appliances. We searched articles with an assumption that companies usually offer insights into their marketing strategies and consumer responses and so these media portals might help find related information. Unfortunately, we did not find any relevant information about what consumer do before reaching online support. While exploring these news portals, we found articles concerning consumer preferences about online customers support, benefits of having customer support services, and scope of improvement in the online customer support industry. All of these articles had completely unrelated information and hence could not be used in our research.
Since we were unable to turn any results with our previous strategy, we tried expanding our research scope to general information about online support services. We expected to find some useful information concerning customer perceptions about reaching out to online support services. For this, we searched through credible research and case studies from the Marketing Science Institute, Report Linker, Tobi Pro, and Userlike but this also provided us with no relevant results. Most of the research cases were related to the improvement and development scope of online support services, consumer journey from offline to online support desks and the impact of online support on the company-customer relationship.
After getting no results from our previous attempts, we now aimed for finding any information available in the public domain about consumer behavior and decisions related to online support services. Through this, we wanted to provide a background about the online support services and related consumer perceptions. We searched for industry reports from renowned sources including Zendesk, Kayako and Invespcro. Most of the industry reports we found provided general insights about online support and consumer preferences, but these reports lacked relevant data to facilitate answers to our research. While we were unable to locate answers to the questions mentioned above, we still were able to provide some helpful findings from our research.
CONSUMER EXPACTIONS FROM ONLINE SUPPORT SERVICES
Consumers usually seek an easy and quick solution to their problems, and so, one of the most common expectations that consumers have is quick addressing of their problems. According to a survey conducted by Invespcro, 79% of consumers seek immediate answers to their questions. There are several aspects of online support services that are essential for a consumer and that make the process easy for them. Consumers value personal interaction; a consumer will always prefer to talk to a real human being who can understand their problems and provide reasonable solutions rather than chatbots or automated systems with recorded solutions. Consumers prefer real people for online chats as they have their problems addressed without having to call or talk to a person or wait for the call to get answered.
Online customer support offers instant answers to the queries of consumers, which is an important aspect that consumers value. Consumers usually expect answers to their questions in less than 10 minutes of reaching out to an online customer support desk. In fact, 60% of consumers want an immediate response from the customer support personnel in less than 10 minutes.
- According to Zendesk, 54% of consumers seek solutions to their problems by calling customer care services, 48% of consumers try emailing customer care centers, 27% of customers prefer online self-service portals and 26% of them seek in-store assistance with their problems.
- 53% of consumers prefer to resolve their product/service issues on their own rather than contacting customer service representatives.
- Consumers are usually willing to call customer support centers rather than online support desks; 59% of consumers seek immediate handling of their queries and choose to call customer support over online support desks.
- Research cases from Invespcro state that 57% of consumers prefer talking to a real person and not a chatbot.