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UK companies are concentrating too much on internet interaction for customers and are forgetting the telephone Invomo research shows that nearly 40% of consumers insist on purchasing by phone rather than online

London 22/09/2009. Invomo today announced the findings of its research into the views of customers on self serve and agent based service, which launches at Call Centre Expo 2009. Conducted by OnePoll during September 2009, 3,000 consumers were polled across all age groups over 18 years.

Invomo conducted the research to find out what UK customers thought about the service they receive. The overall findings are that many customers prefer human interaction with the companies they deal with.

When it comes to judging a company, consumers value service above all other factors. They expect to be provided with what has been promised to them conveniently and quickly. Companies try to meet these needs in different ways using web services, automated services and software applications to improve the efficiency of call centre agents, but what does the customer think?

The findings of this research show that companies that do not include telephony in their customer service options suffer from customers giving up at an early stage of their interaction with the company. Customers want to be given a choice in how they interact with the brands they want to buy. Unifying web and telephone services seems the way to go as far as the consumer is concerned.

Online ordering on the web is now commonplace, but a high number of customers still have genuine reasons for wanting to make direct contact with a company to make a purchase. Our research shows that 39% of consumers prefer to make their purchase using the supplier’s call centre rather than buying online. This finding reveals that companies that rely too much on their web presence and neglect the customer phone call will and do suffer.

Detailed analysis shows that; two thirds of callers wanted more specific information before making their purchase; a third had difficulties with online ordering processes; more than a quarter were more confident of ordering through a call centre than online and 20% found it more convenient to call than using the internet. Customer service is about more than ‘migrating online’ in the same way that it was not all about off-shoring call centres 5 years ago. What is also revealing is the detail of the ‘more information’ they felt they needed - many want to strike better deals and get extras. It may be the hangover from the holiday season, where UK holiday makers visit countries where haggling is a way of life, or our new credit crunch habit of comparing prices before we buy, but companies and marketing directors ignore this trend in customer power at their peril.

Nick Wiley, CEO of Invomo, said: “Companies that only have a web strategy for servicing orders could be missing out on a significant proportion of business.
Making sure customers don’t have to hunt the length and breadth of a web site for a contact number and offering a ‘call me back’ option could be a good start to reduce lost orders. Looking beyond short term fixes, how many companies’ web and call centre operations are gearing up to customers who want their suppliers to really earn their loyalty and have faith in their own ability to deal with these street wise callers?”

Telephony-based automated systems can provide a simple way of completing quick transactions. Overall, consumers say they find them convenient, as six of the seven examples of automated services were rated as convenient or better. The system ranked most useful was ‘Using an automated service to request information or a brochure,’ closely followed by ‘entering a competition’ and a service which tell you ‘where is your nearest store?’

Invomo’s research findings of 3,000 consumers looks into how well organisations are understanding their channels to market and getting the ‘service’ right. The research will help organisations appreciate when the human touch is preferable to self-service, attitudes to automation, concerns over security and what a good and bad experience looks like today. To get your copy click the link below.

Summary report

The full report is available from 22 September when it will be launched at Call Centre EXPO at the NEC Birmingham. All visitors to the stand (G15) at the conference and exhibition on 22-23 September can pick up their own free copy and discuss how to can better integrate the web and phone experience.

If you are not going the show, but you would like to have a more detailed insights into the research findings and Invomo’s commentary, please email fmcpherson@invomo.com

About Invomo
Invomo’s hosted applications and services can transform phone-based communications with an organisation’s customers - whether landline or mobile, inbound and outbound. The company delivers continually optimised, reliable and secure solutions which can enhance brand, improve the processing of customer enquiries, convert more calls to business, extend the website experience and reduce costs. With over ten years of experience and state-of-the-art technology at its network operations centre, Invomo offers a pragmatic service ethic that puts the emphasis on consumer interaction and solving its customers business challenges as the priority.

Hundreds of organisations trust Invomo’s solutions, from financial services to not-for-profit, media to educational establishments every day to allow them to communicate better with the people they serve, twenty-four hours a day, seven days a week. Whatever the size or nature of your business, telephone communications are crucial to your reputation, business efficiency, operations and sales and marketing. Invomo’s hosted applications and services transform your phone-based communications with your customers - whether landline or mobile, inbound and outbound. We deliver continually optimised, reliable and secure solutions which can enhance your brand, improve the processing of customer enquiries, convert more calls to business, extend your website experience and reduce costs - whatever your priority.

We have over ten years of experience, state-of-the-art technology at our network operations centre and offer a creative, pragmatic service ethic that puts the emphasis on consumer interaction. We focus on your business challenges first, selling second. Our solutions are trusted by hundreds of organisations, from financial services to not-for-profit, and media to educational establishments every day to allow them to communicate better with the people they serve, twenty-four hours a day, seven days a week.

www.invomo.com

For further information, please contact:
Bill Boyle on +44 (0)7764 786 488

 

 

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