Customers Want Human Interaction

In this day and age, you would think that all customer transactions would take place online. Customers buy and pay online. If they are unhappy about their business experience, they would complain online through email or through comments. Well, they could share it through social media. In fact, we see this happening.

However, a Forrester study shows that customers still prefer to call and even visit the store to air their complaints. According to the report:

Consumers would rather get customer service in-person or over the phone than online… Even online customers are just as likely to pick up the phone or go to a store as use internet customer service such as emailing or instant-messaging.

Customers prefer calling because they find it convenient and think it is the fastest way. The article shows a chart showing where customers in every channel seek out customer service. Note that brick-and-mortar shoppers still make up 87 percent of customers:

customer service

Source of Image and Quote: Forrester Research

But I think the real reason is that customers still want real human intervention. They do so because of the following reasons:

  1. For service to be consummated, it needs warmth from human beings.
  2. That human warmth will make customers feel valued.
  3. In decision making, one person needs to consult with another. He feels more confident about his decision.
  4. Customers, after all, are people They are not commodities.
  5. Customers want to be treated as people.

In all this, let us not forget also the value of human interaction in B2B sales.

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4 Comments »

  1. Completely agree with you, it’s a fact that customers only seek convenience, online or on call. Now the trends are moving towards fast services provided online. The websites are becoming portals for several industries today who are giving customers support online as people don’t want to waste time on phone calls. Website Live Support is the key if you want to focus on customer satisfaction and convenience. If your website becomes easier for your customers to use, it will not only reduce the call expenses but will also give you a competitive edge in the market.

    Comment by JackD — September 25, 2012 @ 9:55 am

  2. No doubt, Customers need human interactions. They prefer talking their problems to a responsible person rather than filling a complaint form or writing an email. I agree with you and I really enjoyed reading the facts you explained!

    Comment by Online Support Chat Software — October 9, 2012 @ 12:22 pm

  3. It’s the success key of any business to interact with customers that customer wants. Thanks for this good post it’s really appreciated.

    Comment by Online Tech Support — November 27, 2012 @ 11:17 pm

  4. Yes! Human interaction is definitely more preferred. Sometimes I even find calling a little annoying because of the waiting and recorded voice messages. Great customer service from human interaction is a little tricky though. Business should constantly make sure the staff at the frontline is well trained and can handle customer feedback spontaneously and skillfully. Check out this experience: goo.gl/uGTHQ
    Hope that will give you a little more insights on how the benefits of human interaction outweighs the automated helplines.

    Comment by Jessalyn Teoh — June 25, 2013 @ 6:28 pm

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