Consumers prefer traffic jams over poor customer experience: Study

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 18, 2022, 4:57 PM GMT+0

Speaking to a human on the phone is the most preferred way to receive customer support for 49% of consumers.

About 60% of consumers would rather sit in a traffic jam than have a poor customer experience, according to a TELUS International survey. Similarly, if asked to receive customer support only in one way for the rest of their lives, 49% of respondents would prefer speaking with a human on the phone.

More than a third of respondents say nothing excuses a poor CX, not even price, convenience or a brand they really like. Of all pet peeves, long wait times topped the list (32%), followed by not having an option to speak with a human (25%) and numerous transfers to different individuals (25%).

The study also found that 48% of respondents want customer experiences to get faster and 43% of them want customer experiences to become more personalised. Around 36% of customers also feel businesses should offer more self-serve or automated options when it comes to CX.

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