Page 11 - AeM_November_2020

RESEARCH
LivePerson’s data also shows that Singaporean con- ANALYSIS
sumers are among the most unhappy with their cus- TRENDS
tomer service experience in the region. When asked
specifically why they abandoned purchases at check-
out, respondents said:

• 51% wanted to do more research before making a
purchase

• 35% were unhappy with delivery details or options

• 33% were unhappy with the price

• 31% were not able to find what they wanted

• 29% felt they needed help to understand more
about their purchase options

“Retailers that can deliver what their customers want
and need now are the ones that will emerge from this
pandemic in a stronger position,” continued Wee Tee What customers want
Lim.
In today’s connected and online world, companies
Interestingly, the need to improve communication with clearly have an opportunity to grow their customer base
customers reaches beyond the retail sector. 55% of and sales by providing faster and more targeted cus-
Singaporeans said the customer service of most com- tomer support. When asked ‘which of the following
panies could be improved. This has proved especially should retailers provide more of’ people said:
true during the pandemic, with survey respondents not-
ing that: • improving the range of communication channels
available (49%)
• 39% haven’t been able to find the information they
need from a company’s website • employing more locally based customer service
agents that have local knowledge (48%)
• 36% would avoid picking up the phone to speak to a
company if they can • employing ‘in-line shopping’ (44%)

• 25% have been on hold for too long • using technology to allow questions to be answered
in store by virtual assistants (35%)
• 23% weren’t able to figure out how to get in touch
with a brand • allowing shoppers to make purchases via social me-
dia and digital channels (35%)

• providing curb-side pickup options (24%)

“It’s still true that great customer service is driven by
great staff,” says Mr. Lim. “However, automating simple
or repetitive tasks frees up staff so they can have more
detailed conversations with customers.”

The full LivePerson Customer Conversation Report can
be accessed at LivePersonInsights.com. ◊

By MediaBUZZ

11 November 2020: voice search & digital voice assistants as storyteller