Customer loyalty comes from human contact over digital interactivity like chatbots

Technology adoption is imperative to maintaining a competitive edge, but many companies rely too heavily on it without understanding how it’s impacting the customer experience. A new study from Calabrio, has found that human nature and the meaningful experiences that organizations create with customers drive digital behaviour and loyalty.

The study surveyed more than 3,000 consumers in the US and UK to explore what motivates customer behaviour in an increasingly digital world.

  • The majority (61%) of respondents make purchasing decisions based on the quality of the product or service. The emotional connection and trust that businesses build with customers comes in secondahead of price—because customers say they want to be heard.
  • 74% say they are more loyal to a company if they can talk to a person—versus a machine—when they need assistance.
  • 58% believe that picking up the phone and talking to a representative (rather than a chatbot or over email) is the way to get the best and most efficient service.

Innovation is key for businesses to stay competitive, but to build a lasting connection, new technology must meet customers where they are. Given the growing volumes of customer interactions in today’s contact centers, companies have a tremendous opportunity to tap into customer preferences, needs and wants by capturing and analyzing interactions across service channels—phone, chat, email, social, etc. Those valuable insights drive the customer journey, and ultimately, brand loyalty.

Tom Goodmanson, president and CEO at Calabrio