It’s a well-known truth that the majority of consumers still prefer human contact over online or automated options. But at the same time, online purchasing levels continue to rise. One firm believes it has pinpointed the precise moment in a purchasing decision where the quiet human behind the website needs to stand up and shout to get the sale.
ResponseTap, a call-based marketing automation company, says that its findings strongly correlate human interaction with building customer relationships, and ultimately driving brand advocacy.
The results are hardly surprising. 64% of respondents claim to ‘get frustrated’ when they are only able to interact with a company online, and 70% claim that speaking to an operator on the phone gives them peace of mind and confidence.
But at what stage in the process should man take over from machine? And how should you handle the transition? In cases where a considered purchase is involved, consumers not only feel more confident speaking to someone on the phone, but 50% said that speaking to someone who had bought a similar product to them and who they could relate to would make them feel more confident when purchasing an item of high value.
“As consumers today carry out most pre-purchase research independently online, they only interact with a brand physically when going into a store or picking up the phone. This is the point at which the brand promise often does not live up to the customer’s expectations. So it’s vital that brands leverage the data they are collecting to drive actionable insight to help them improve the overall experience they’re giving the customer,” explained Bhavesh Vaghela, Chief Marketing Officer for ResponseTap. “This data enables brands to learn what really matters to each customer and how to provide them with better service all the way through their purchasing journey.”
The group emphasises the need to use the online data available to them in the offline environment. And the rewards are there for the reaping; 73% of those surveyed saying they would pass on great customer service to friends and family.
The whitepaper ‘Voice as the relationship milestone’ is available to download at: responsetap.com/uk-voice