Ericsson Consumer & IndustryLab in its latest Insight report announced the Zero-Touch customer experience – exploring the future of customer interactions with mobile service providers.
Today, smartphone users interact with operators across multiple touch points: from discovering offerings and signing up for services, to requesting support for ending a contract.
The report further highlights the consumers’ current frustrations at their interactions with their mobile service provider which takes on average 2.2 attempts and 4.1 days to successfully complete an interaction. This high customer effort impacts negatively on satisfaction levels.
Digitally leading brands offer the minimal effort interaction consumers prefer. Smartphone users now expect the same hassle-free, one-click digital experience from operators. The report highlights that mobile service providers can leapfrog to a zero-touch customer experience future by harnessing the power of artificial intelligence (AI) and analytics:
- Enabled by AI, telecom service providers could use data from earlier interactions and consumer behavior to predict what consumers need before they even contact them for support. More than half (56 percent) of smartphone users expect operators to anticipate their needs even before they realize what they are.
- While we have grown accustomed to typing, clicking and swiping on our devices, new zero-touch methods are emerging based on voice, gestures, and augmented or virtual reality. One in ten households in the US already has a voice-enabled home assistant device such as Amazon Alexa. As voice assistants become more prominent in consumers’ everyday lives, they will expect integration of support interactions over those platforms too.
The Ericsson Consumer & IndustryLab Insight Report gathered quantitative data from seven markets: Brazil, China, Germany, South Korea, Sweden, the UK, and the US. Approximately 7,000 online interviews were held with smartphone users aged 16 years and over.
Qualitative insights were gathered through four focus groups conducted in London and New York. All participants were advanced smartphone users and users of intelligent voice assistants or chatbots.
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