As we have noted several times, firms typically want to offer a strong customer experience. And some have turned to interactive chat to do so. See, for example, Chatbots Perceived Effects on Customer Service. In addition to AI Enhances the Customer Experience. Nonetheless, we need to examine how aligned is chatting between brands and consumers .

A Disconnect: How Aligned Is Chatting Between Brands and Consumers

Unfortunately, despite good intentions, there is a disconnect between many brands and consumers with regard to chat. Indeed, consumers would like to see more chat. 

For some insights on this topic, we turn to research conducted by Kustomer:

It goes without saying that the behavior of consumers is constantly changing. However, but lately it has been happening at lightning speed. You wouldn’t be alone to feel a bit overwhelmed, or even behind the curve, when it comes to how and where your consumers want to interact. Along with the many, never-before-seen developments of 2020 came a rapid shift toward digital-first behavior. And in a digital-first environment, chat comes out on top.

Kustomer went out and surveyed over 100 CX professionals. And then compared these findings with our recent consumer research. We wanted to understand how brands currently use chat. Why some have not yet done so. And whether there is a disconnect between customer needs and brand expectations. Check out some highlights below, and download the full report here. [Please note: A free login is required to access the full report.]

The infographic below nicely highlights the findings from Kustomer.

How Aligned Is Chatting Between Brands and Consumers

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