Customers using 4 different channels to contact one organisation: survey

CUSTOMERS are contacting one single organisation at least 15 times in a three-month period, and are using almost four different channels to do this, according to the Avaya Asia Pacific Customer Experience Index, which surveyed 2,400 consumers in seven countries, including Singapore. Avaya is a global provider of enterprise communications systems, software and services.

According to the survey, many customers use different channels as they are not getting their query resolved adequately through the first channel they use. On average, it takes a customer just under four interactions with an organisation to resolve a query.

While phone and in-person conversations remained the most common method of communication, 2013 saw a rise in the use of social media, particularly in South-east Asia.