Is digital CX delivering disappointment?

Globally, customers are dissatisfied with issue resolution through automated or digital channels, with only 17% believing they can get the assistance they need this way.

Brazilians have the most confidence (24%), while the French have the least (12%). Despite this, only 1% of consumers globally prefer chatbots for engaging with brands, and just 9% have knowingly used a chatbot over the past 12 months.

Confidence in live channels is also not absolute, with only 68% of Spanish and 76% of Brazilian respondents believing that speaking with an agent will resolve their issue. That said, 22% of consumers would be interested in using chatbots if the right organization offered one. The majority (82%) still believe that an agent in a live channel would best understand their request and assist them properly.

Self-service insufficiencies

While 23% of consumers prefer to solve their own problems, only 3% prioritize self-service as their channel of choice and 10% believe self-service can provide necessary assistance.

That said, there’s demand for self-service in the U.S., Germany and, particularly, the U.K., where over 30% of 18-44-year-olds prefer self-service.

Providing round-the-clock support through self-service can prevent customers from switching brands, as 21% of consumers cited a lack of 24/7 assistance as a potential reason for switching. Furthermore, 60% of respondents favor self-service for its speed, and 47% appreciate its availability.

Indexing CX

Throughout the history of CX, one trend will always be invaluable to customers — friendly staff is still the most important aspect of a positive customer experience. However, digital capabilities are also becoming significant.

Over 50% of respondents expect easy-to-navigate websites, and 22% believe using modern technologies is a sign of a positive CX. The emphasis on helpful staff is highest in the U.S. and Brazil, while French and German consumers prioritize modern tech the least. Different age groups value attributes differently, but all agree CX is only as good as the staff delivering it.

Providing personal protection

The value of getting personalization right is now a basic consumer exception on a global scale. Over half (60%) of consumers want at least some level of personalization, especially younger generations who are more active on social media.

However, consumers are hesitant to divulge personal information, with less than 40% willing to share their data. There are also key differences between genders, with male respondents being more willing to share their data in every country except Brazil.