Online Self Service Dominates Yet Again. Why? Its An Effortless Way To Get To Your Answers

Kate Leggett

Customers demand accurate, relevant, and complete answers to their questions upon first contact - served up as painlessly as possible -  so they can get back to what they were doing before the issue arose.

Forrester data backs this up: In our December 2015 "Customer Lifecycle Survey," we found that 53% of customers are likely to abandon their online purchases if they can't find quick answers to their questions. 73% say that valuing their time is the most important thing companies can do to provide them with good customer service. We also found that older customers are just as, if not more, intolerant to friction in their customer service interactions as younger consumers.

Customer service organizations have to deliver easy and effective service. If they don't, customers will leave the brand. They will also complain to their networks about their experience. These emotions can get rapidly amplified in the world of social media and ultimately lead to brand erosion.

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