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New Study Finds Americans are Frustrated Being Tied Down for Customer Service Help, Would Prefer Text Messaging
|By Business Wire
|August 13, 2014 10:04 AM EDT
In a new
study conducted by Harris Poll on behalf of OneReach, a cloud-based
platform, 81 percent of U.S. adults say they are frustrated with
being tied to a phone or computer to wait for customer service help.
Among those with text messaging capability, 64 percent say they would
prefer to perform some kind of customer service activities with
companies through text messaging versus over the phone.
The types of customer service activities people with text messaging
capability would most prefer to handle through the channel include:
Check order status (38 percent)
Schedule or change appointments (32 percent)
Make or confirm reservations (31 percent)
Ask a question (30 percent)
Find a store location (30 percent)
Check balances or due dates (30 percent)
Refill orders (29 percent)
Reset password (27 percent)
Nearly half (48 percent) of people say it would be convenient for them
if companies offered a text messaging option for customer service, and
44 percent of those with text capability say they would rather press a
button to initiate a text conversation immediately instead of waiting on
hold to speak with a live agent.
“These findings should be eye-opening for every company, in regard to
both customer engagement as well as their bottom line,” said Rich
Weborg, CEO of OneReach. “Text messaging has largely been ignored by
companies, except as a marketing tool, but these results show that the
majority of customers prefer to engage with them via text. This leaves a
huge opportunity for companies to serve their customers through the
channel they prefer.”
customer service can also have a positive impact on a brand. Sixty
four percent of consumers with text capability have at least one of the
following positive reactions to a company that offers SMS as a customer
41 percent say they feel the company understands their time is
40 percent say they believe the company is progressive
28 percent say they would recommend the company to others
23 percent say they would stay loyal to the company
21 percent say they would choose the company over others that do not
offer the service
Until now, it has been difficult for businesses to incorporate SMS into
their contact center. In recent years, technological advances have made
it possible for companies to incorporate SMS in nearly the same way they
had incorporated IVRs. Solutions like OneReach
have made it easy for a business to adopt multi-channel IVRs that
automate SMS responses and route text messages to contact centers for
live agents to respond to, letting the customer resolve their support
issues entirely by text message.
Companies can quickly SMS-enable their current toll-free phone number
and then quickly activate the channel by using the OneReach easy-to-use
visual design tool to build and manage personalized, customer-facing
solutions without the need for custom development.
“If you want to attract and retain customers, you need to provide an
excellent customer experience. Part of delivering that experience is
enabling your customers to connect with you using their preferred
communication method,” said Lynda Smith, Chief Marketing Officer of
Twilio. “We’re pleased to be the platform that enables businesses to
build the exact communication solutions they need. And we’re pleased to
partner with OneReach to offer a complete solution for organizations
that don't want to write a single line of code.”
The study found that younger consumers are most likely to embrace text
messaging as a customer service option. Seventy six percent of adults
age 18 to 34 with text capability say they would prefer to interact with
companies through this channel, and younger adults age 18-34 are twice
as likely as those 35 and over to stay loyal to a company that offers
SMS customer service (34 versus 17 percent, respectively). The majority
of all U.S. adults 18 and older who are students – 83 percent – would
prefer to use text messaging for customer service rather than the
options usually available.
Busy parents with children under age 18 in the household are also more
likely to want to perform customer service activities through text
messaging (61 percent) over those without children (43 percent).
“We often hear that text messaging is just for young people, and that we
don’t have to pay attention to it yet, but in the survey, we saw high
responses from all different demographics and age groups who would use
text messaging for customer service – including those age 55 and over,
people with children, and people who are retired,” said Weborg. “People
view their time as valuable across the board, and they don’t want to
spend it on hold. In order to provide the best customer experience, this
is a channel companies need to be addressing.”
This survey was conducted online within
the United States by Harris Poll on behalf of OneReach from July 1-3,
2014 among 2,063 adults, ages 18 and older. This online survey is not
based on a probability sample and therefore no estimate of theoretical
sampling error can be calculated. For complete survey methodology,
including weighting variables, please contact Jill Petersen, [email protected].
OneReach helps companies have interactive
two-way conversations with their customers through multiple channels.
Using a combination of automation and live agents, companies can easily
craft a personalized customer experience using the OneReach platform.
Created by a team of customer experience experts, OneReach helps
companies enhance their customer service efforts by seamlessly
incorporating voice, text messaging, email and other communication
channels into a single communications system that increases customer
loyalty while decreasing operational costs. OneReach easily integrates
with any back-end system without the need for development resources.
For more information on OneReach, call or text 303-974-7351, or visit www.onereach.com.
Follow us on Twitter @onereach
Photos/Multimedia Gallery Available: http://www.businesswire.com/multimedia/home/20140813005563/en/
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