Despite increasing number of brands, the overall satisfaction levels of consumers across industries has been low, with over 39% customers from total population showing no satisfaction from their overall interaction with the brands, says a survey report.
In its second edition of customer experience series- 'The State of CX in India', Hansa Cequity found that retail, healthcare, airline and automotive were laggards especially when it came to information completeness. It was only the financial sector that performed better than other industries.
S Swaminathan, Co-Founder and CEO, Hansa Cequity, says, "Consumer dynamics are changing. It is imperative that organisations first develop customer experience vision and strategy with a 'customer first' principle and then work backwards towards technology and tools. The world of online and offline are blurring, new channels of interactions are emerging; omnichannel strategy will play a huge role in improving customer experience."
According to the Report, consumers in the age group of 25-40 years on an average were more dissatisfied as compared to other age groups; consumers above 40 years of age were more satisfied with their interaction with brands. However, the dissatisfaction levels of the youth between the age group of 18-25 years is the highest in metros, reveals the report. Education is playing a vital role in the satisfaction levels among consumers, higher the education; higher is the level of satisfaction, it added.
The report covers four customer experience metrics- ease of interaction, relevance of the information provided, accuracy of information and completeness of the information.
Digital and technology has given rise to newer touch points and self-service options across web and mobile apps. However, as per the report, offline transactions continue to play a significant role when it comes to delivering unique customer experiences. It says, "Only 14% of consumers were fully satisfied with their interaction with company representatives and over 46% were not satisfied with the knowledge of the company representatives during their interactions. Traditional voice based interactions were found to be most effective. This year, mobile apps and social media engagements have been more effective than email based interactions. Over 81% of consumers received responses within the same day on social media and only three per cent of did not receive a response from the brand."
The Hansa Cequity report also reveals that overall satisfaction levels of consumers across industries has been low, over 39% of the total population are not satisfied with their overall interaction with the brands. Only 21% of the respondents were completely satisfied. About 47% of consumers felt that the information provided to them during their interaction was not complete, it added.