The omni channel experience
Globally, 67% of consumers surveyed said they use different platforms before deciding on a purchase, with 64% expecting real-time assistance regardless of the channel in question.
78% state that a company’s reputation for customer service is important to them when choosing to buy from a particular brand.
37% say that they increasingly expect to be able to contact the same customer service representative in each channel, a reality which is arguably quite a way in the future for most brands. This may not even be best practice for companies wanting to deal with each channel efficiently, but the fact that the customer demands it sets clear standards for the way a CRM system should operate.
Nearly half of respondents (47%) expect to be able to return goods or purchases through a different channel than the one they purchased from, for example buying online but returning in store.
Only 7% of those surveyed are extremely satisfied with the omnichannel customer service offered to them by brands and the vast majority (87%) believes that brands need to work harder to create a seamless customer experience.