Customers Believe Companies Are Making Them Work Too Hard

By | September 29, 2023

In recent decades, brands have shifted focus towards self-service customer support, leveraging IVR technology and the internet for perceived cost savings. However, this reliance on self-help solutions may be causing customer dissatisfaction. According to the J.D. Power U.S. Cross-Industry Customer Service Experience Study, customers spend an average of 18.10 minutes per interaction, with 40% having to provide the same information multiple times, leading to frustration and decreased satisfaction.
Companies heavily promoting self-service may neglect live human support, resulting in long wait times that significantly impact satisfaction scores. The study found that satisfaction drops when customers wait over five minutes for assistance in person or on hold, with deterioration beginning after nine minutes for website and mobile app-based support.
This comprehensive study evaluates customer service across various industries, highlighting telecom as the lowest in customer satisfaction, particularly in wireless and internet services.

“The goal of elevating the customer experience should be a strategic imperative for all brands,” said Denese Waiters, senior director of customer experience intelligence at J.D. Power. “It is not enough to simply deliver good service. For brands to get a boost in customer advocacy and improve customer satisfaction, they need to consistently strive for great-to-perfect service.”