Fewer people are contacting customer service than they have in prior years but that doesn't make it any less important, according to a November 2017 survey of US internet users from enterprise cloud contact center and workforce optimization solution company Aspect Software.
Indeed, the survey found that contact with customer service declined by 7 percentage points between 2015 and 2017.
But top-notch customer service should still be a priority for brands—their bottom lines might depend on it. In 2016, 49% of respondents in the Aspect survey said they stopped doing business with a company because of a bad experience. That rate climbed to 54% one year later.
And millennials are more likely to turn their backs. According to Aspect, 61% of respondents ages 18 to 34 stopped doing business with a company in 2017 due to poor customer service, up from 53% who said the same in 2016.
Interestingly, many respondents didn't care if their customer service help came from a live agent or a chatbot. They just wanted the situation handled quickly and accurately.