Recently released survey results determined consumers feel companies have lost touch with the human element of the customer experience and desire more interaction.
PricewaterhouseCoopers (PwC) officials said their survey findings were based on contact with 15,000 consumers across 12 countries, including the United States, the United Kingdom, Argentina, Australia, Brazil, Canada, China, Columbia, Germany, Japan, Mexico, and Singapore.
PwC officials said they learned in an age of chatbots, digital payments, and artificial intelligence, consumers maintain companies need to work harder to strike the right customer experience balance.
“Brands won’t be able to solve their customer experience problems with technology alone – it’s just an enabler, facilitating the connection between a product or service and consumers,” David Clarke, PwC’s principal and experience consulting leader, said.
“Instead, they must find a way to create an experience that blends consumer demand for tech with their strong desire for authentic, personal interaction. They don’t need to look far, though, employees hold the key to creating and sustaining great interactions with consumers.”
The survey referenced price and quality remain at the forefront when consumers make purchasing decisions, but 73 percent of global respondents said a positive experience is among the key drivers that influence their brand loyalties.
Of the consumers surveyed, 60 percent would stop doing business with a company due to unfriendly service, PwC noted, adding 46 percent of respondents cited ceasing the business relationship because of employees lack of knowledge.