How Far Does the Omnichannel Experience Go?

Many shoppers set a very high bar

Author: Monica Melton

September 26, 2017

For some shoppers, the expectation of a consistent omnichannel experience extends all the way to interactions with a sales representative.

A March 2017 survey from customer experience software provider inContact, conducted by MaritzCX, found consumers have high expectations for good customer service. Not only do they expect companies to know their purchase history, many would like to be able to continue speaking with the same representative, whether conversation started via online chat or over the phone.

Many US internet users who had a customer service experience in the past three months said they expect companies to direct them to a method that would most quickly resolve any customer service issue they may have. In fact, more than eight in 10 respondents said they at least somewhat agree.

What’s more, seven in 10 respondents said they at least somewhat agree they would be willing to pay more for a product or service that has a good customer service reputation.

And if they had a bad customer service experience, nearly eight in 10 respondents said they would be very likely to switch to another company in the future.

A separate study by the CMO Council looking at customer frustrations found that consumers aren’t afraid to voice their concerns if they had a poor customer service experience.

Roughly half of internet users worldwide surveyed said they would stop doing business with a company that frustrates them. And almost as many respondents said they would spend their money elsewhere.

—Monica Melton