US consumers are more likely to rave about good customer support experiences than to complain about bad ones

ZURICH, May 27, 2021 / PRNewswire / – Mitto, a leading provider of global omnichannel communications solutions, today announced the results of its survey of consumer sentiment towards customer support, revealing an overwhelming appreciation for the brands’ strong customer support . U.S. consumers said they were more likely to speak publicly about “good” support experiences than “bad” – 65% vs. 29% – a key finding as brands examine the role of support channels customer play in loyalty, trust and brand retention amid rapidly changing consumer behaviors.

The survey commissioned by Mitto, which in mid-May surveyed 1,000 Americans who have interacted with customer support at least once in the past year, also explored what good / bad support looks like. preferred engagement channels and their perspective on the future of customer support following the pandemic.

What makes good / bad customer service?
When asked what makes a “good” customer support experience, consumers indicated: the problem is resolved (81%), the interaction is quick and efficient (66%), and the customer support is courteous (58%).

As for what makes customer support ‘bad’, respondents said: a long wait time (73%), confusing instructions (61%), and difficulty understanding the support team (56 %). The consequences of just a few poor support experiences can also be serious. An overwhelming majority of respondents (71%) reported that it only takes 1 to 3 bad customer support experiences to stop patronizing a brand and 78% report losing trust in a brand that has provided a poor customer support experience. . When asked about the impact of a good / bad support experience on their day, 53% said a bad experience ruined their day while 52% said a good one. had improved.

“Consumers have made two things clear over the past year: good customer support is essential to brand loyalty, and their expectations of what constitutes ‘good’ support continue to rise,” said Andrea Giacomini, CEO of Mitto. “As critical engagement touchpoints can make or break a relationship, customer support must be a top priority for brands as they navigate through and beyond the pandemic, and today that means provide a variety of channels for customers to choose from when, how and where they want.

Customer support channels of choice
Over half (52%) of those surveyed said their preferred channel for interacting with customer support is texting, with this channel being most preferred among 35-44 year olds (60%). When asked how long they were willing to wait for a member of the support team to respond to an SMS / text request, 35% responded five minutes or less.

Chat apps like WhatsApp and Viber are preferred by 33% of respondents, with 38% saying they’re willing to wait five minutes or less for a member of the customer support team to respond to their request. request, which indicates a little more patience than SMS / text channels.

Mitto’s previous research revealed a wide range of use of messaging applications by country; US consumers prefer Facebook, while those in China, Brazil, India and Nigeria prefer WhatsApp. But regardless of which channel they prefer, almost all respondents (97%) said they felt it was important that their conversations with customer support were secure and private.

Customer support of the future
Mitto also looked at the future of customer support after last year in which 55% of respondents said they contacted support more than before the pandemic. In fact, more than a third of those surveyed (36%) said customer support has improved since the pandemic, a nod to the significant investments brands have made in their support teams over the past year. the last year.

Reaching customers through their preferred channels and doing so securely will also become increasingly important; 94% of respondents said they expect brands’ customer support to become more technologically advanced in the future and 33% said their standards for these interactions will become higher.

Survey methodology:
These results are based on a Pollfish survey of 1,000 Americans. The investigation took place on May 17, 2021.

About Mitto:
Mitto is a leading provider of global and omnichannel communications solutions, supporting business growth through advanced customer engagement technology and messaging activation. Offering easy-to-integrate SMS, voice and chat application APIs, next-generation business messaging, and end-to-end phone number management, Mitto’s platform ensures that the world’s leading brands and MNOs are ready for the future. Follow Mitto on Twitter: @mittoglobal

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SOURCE Mitto / SHIFT Communications

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Joseph P. Harris