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Gartner: Weak mobile customer service negatively affects engagement

News | Negative effect | Customer engagement | New study

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Weak mobile customer service is having a negative effect on customer engagement, a new study has indicated. 

Research from Gartner found that, by 2017, all customer service interactions will need support from a human intermediary. Last year, almost 60 per cent of customer service interactions needed the intervention of a human support agent. 

The body predicts that human influence in customer service will fall over the next two years as a result of more radical self-service and mobile devices. 

Gartner believes that, by 2018, five per cent of customer service cases will be initiated by internet-connected devices, marking a rise from 0.02 per cent last year. 

The organisation has predicted that more than 100 of the 500 largest global companies will introduce video-based chat by 2018 in order to assist customer-facing interactions. This number is expected to double over the course of three years. 

Olive Huang, research director at Gartner, said: “A number of industries will be the front runners in this trend, such as manufacturing, healthcare providers, insurance, banking and securities, retail and wholesale, computing services, government, transportation, utilities, real estate and business services, agriculture and communications.”

Mr Huang believes the growth of the Internet of Things will lead to a “transformational change” in the customer service industry. 

As we enter 2015, Gartner predicts that over 50 of the 500 largest global businesses will introduce video-based chat by 2018 for customer interactions. 

Brian Manusama, research director at Gartner, noted that video chat offers customers a “richer sense” of presence and the real-time sharing of content. 

Mr Manusama explained that an increased number of vendors have welcomed the trend through point solutions or solution suites, with this trend expected to continue in 2015. 

As a high number of businesses aim to reduce their reliance on call centres, mobile customer interactions could become increasingly important in the future.

With social media continuing to grow in popularity, platforms such as Twitter and Facebook could soon be the main source of customer service interactions.


Posted by Jon Aspinell on 12th January 2015

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