Australian Businesses Don’t Get Omnichannel Customer Service – Study

New research from Zendesk suggests Australians think brands need to work harder to derive an omnichannel customer view, with 79 percent agreeing brands should pay more attention to increasing sales through multiple channels.

The research report, entitled ‘The Omnichannel Customer Service Gap‘, is produced by Loudhouse, a London-based research agency. It’s based on surveys of 7,000 online shoppers aged 18 to 64 in Australia, Brazil, France, Germany, Japan, the US and the UK. 1,000 customers were surveyed in each country.

“The customer journey doesn’t end at checkout,” said Michael Hansen, Vice President and Asia Pacific Managing Director for Zendesk. “Australian brands are failing to match their omnichannel efforts in sales with their customer service experiences. To meet the demands of today’s consumers, they need to create seamless customer service across every channel.”

Key Highlights of the Report

  • 54% of Australians expect to return goods via a different channel than the one originally used for purchase
  • 43% expect to be able to contact the same service representative regardless of the channel used
  • After using the phone (58%), Australians are most likely to follow up with email (53%) customer service channels should they have an issue
  • Australian consumers are more likely to try additional customer service channels (33%) compared to the global average (27%)

The report also attempts to draw a link between true, omnichannel customer service and positive benefits for customer retention. 82 percent of local consumers will shop with a brand again and a further 41 percent will actually spend more money when a great service experience is offered.

Are your service channels up to scratch this Christmas? It may make a huge difference to your sales and number of repeat customers, but there are always challenges to be overcome. What’s preventing you from omnichannel customer service excellence? Let us know in the comments below this article.

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