By 2022, the consumer electronics market will be generating $1.5 trillion in revenue every year. Brands are fighting for the loyalty of consumers in this highly competitive sector, and one of the most effective ways to stand out is through delivering a top-notch customer experience. To better understand consumer preferences, the Teleperformance Customer Experience Lab
(CX Lab) conducted an in-depth analysis of top consumer electronics manufacturers operating in eight countries – Brazil, China, Colombia, France, Germany, Mexico, the United Kingdom and the United States. Among other findings, the study revealed just how powerful web chat can be in giving customers the experience they want, and what companies can do to make better use of this flexible channel.
A positive discovery from the study was that of all the sectors analyzed, consumer electronics was the most aligned with consumer preferences in terms of how they like to contact brands for assistance. 95% of the companies analyzed offer both interactive and traditional channels, which is a positive start. But they would be smart to take better advantage of web chat, the third most popular channel among consumers in the particular sector.
Web chat is extremely effective in an industry that generates many questions related to products, technical troubleshooting and deliveries. It is immediate, adapting to today’s consumers’ expectations for swift and quick answers to problems. It is cost-efficient, because agents can assist multiple customers at a time from the comfort of their devices, anywhere in the world, and it generates higher sales, as the agent can use his or her knowledge of these highly technological products be specific in directing customers to the ones they want, and will actually purchase. The CX Lab study revealed that customers who used web chat were 25% more satisfied than customers who used another channel.
But if companies are to implement it, they should do it well. Of the companies that do offer web chat, only 20% offer proactive chat. This means that the customer does not need to seek assistance through initiating contact him or herself, but that instead, they are greeted by an agent in what is called “proactive chat.” This is always more effective than “reactive” chat, as it helps make customers feel like the brand cares about helping them find what they need, and serves as a virtual “walk-up” similar to being greeted upon walking into a store. Brands should also be sure that their web chat is set up to work on desktop and mobile, as today’s customers switch between devices throughout the day, and expect the companies they shop with to follow them. And to ensure short handling times and boost customer satisfaction, brands can implement pre-chat forms to gather the information necessary for the agent to solve the customer’s problem as quickly as possible.
For more information on the results of the study, and how web chat can be implemented in the consumer electronics sector, read our full white paper.