Customers are a hard-to-please lot these days. They are spoilt for choice, distracted, hyper-connected and always seem to want more, be it ease of interaction with brands, or the relevance, accuracy and completeness of the information they provide.

Customer marketing company Hansa Cequity finds that education plays a vital role in satisfaction among consumers – the higher the education, the higher the satisfaction. In its ‘The State of CX in India’ report, it reveals that overall satisfaction levels of consumers across industries has been low. Over 39 per cent is not satisfied with their overall interaction with the brands. Only 21 per cent of the respondents were completely satisfied.

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The retail, healthcare, airline and automotive sectors were laggards especially when it came to information completeness. It was only the financial sector that performed better than other industries. The report also explores the state of customer experience in banking, mutual funds and insurance.

Social networks and apps are proving more effective at customer engagement than e-mail and SMS

S Swaminathan, Co-Founder and CEO, Hansa Cequity, said, “Consumer dynamics are changing. India will be the youngest country in the world by 2020, with median age of 29. Customer experience means different things to different people. Organisations need to craft segment-specific experiences based on geographic location, age of customers, education,and so on.”

Technology has given rise to newer touch points and self-service options across web, mobile apps, but traditional voice-based interactions were found the most effective.

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