The majority of South Africans prefer dealing with human beings over digital channels to solve customer services issues.
This is according to the Accenture Strategy's Global Consumer Pulse Research, an annual study, currently in its eleventh year, which gauges the experiences, attitudes and behaviours of 24 489 consumers globally about marketing, sales and customer services practices. A total of 351 South African consumers were included in the sample.
In SA, 76% of the respondents prefer dealing with human beings over digital channels to solve customer services issues.
The report also found 79% of consumers have switched service providers in the past year due to poor customer service, with retailers, banks, wireless and cellphone companies being the worst offenders. Locally, the estimated cost of customers switching due to poor service is R625 billion, says Accenture.
"Organisations are over-relying on digital technologies and channels to deliver customer services. This has given rise to 'human-less' customer services, which are driving consumers away," says Joost de Haas, MD: Accenture Strategy, SA.
"Human interaction is a vital component of customer services, even in the digital age. Companies have lost sight of the importance of human interaction in customer services, and make it too difficult for consumers to get the right level of help, support and service that they need," De Haas adds.
About 56% of consumers in SA say they are even willing to pay a higher price for goods and services if it ensures a better level of service.
Accenture notes physical or in-store experiences are also highly valued among consumers, as 66% agree that in-store service is the best channel for getting a tailored experience, and 55% say they are more willing to be sold new or upgraded products when receiving a face-to-face service compared to online.
Another 47% say they would rather go to a store first than use digital channels to get advice on the best products and services.
"South African companies have reached a tipping point in their customers' digital intensity and need to rebalance their digital and traditional customer services investments if they want to improve loyalty, differentiate themselves and drive growth," says De Haas.
"Companies abandon the human connection at their own risk and are facing the need to rebuild it to deliver the varied and tailored outcomes that customers demand."
The report reveals there is huge room for improvement in the delivery of today's customer services. About 81% of consumers admit it is frustrating dealing with a company that does not make it easy to do business with them.
Another 74% expect customer service to be easier and more convenient, and 79% want it to be faster. Complaining on social media about poor customer experience is the norm for nearly half (48%) of consumers, who admit taking to social channels in order to vent.
Once a provider loses a customer, 64% of consumers will not go back. But there are measures companies can take to hold on to them. The report notes 89% of 'switchers' feel the company could have done something to retain their business; 79% report that if companies could provide customers with better live or in-person customer service, it would have impacted their decision to switch provider.
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