In the field of customer experience management, it is still all too common for businesses to coast along on perceptions of customer preferences rather than hard data analysis. The efficiency and effectiveness of the customer experience is, however, crucial to the success of any business, affecting loyalty and profits directly, and deserves more careful thought and strategic planning. Yonder Digital Group decided to test some widespread assumptions by commissioning a survey of one thousand UK consumers from independent research organisation MindMetre Research in January 2017.
First, do live customer service agents still have a role to play in customer services?...