ServiceNow Consumer Voice Report: What UK&I customers want

ServiceNow Consumer Voice Report

For UK and Ireland (UK&I) organisations, waning brand loyalty means it’s time to get serious about customer experience. Approximately 67% of UK consumers say they’re less loyal to brands now than they were two years ago, according to research by ServiceNow and Opinium in the Consumer Voice Report. In Ireland, that figure rises to 83%.

It’s not always feasible to compete on price, which makes experience an important differentiator. If it’s not possible to deliver standout, seamless service that meets increasing consumer expectations, customers will seek alternatives. The onus sits with business leaders to find out exactly what a top-tier experience should look like—and how to deliver it.

We surveyed 2,000 consumers in the UK and 1,000 in Ireland. Click the image below to see our infographic highlighting the top findings. Here are three key things customers want from organisations.

Accessibility note: The infographic is transcribed at the end of this blog.

The brand loyalty crisis is here to stay: 67% of customers say they’re less loyal to brands now than they were 2 years ago, compared to 62% last year

https://your.servicenow.com/consumer-voice-2024/uk/info-uk?w=89414

1. A combination of tech and human support

When asked what element of customer service consumers consider most important, the ability to resolve issues easily came out on top in both the UK (94%) and Ireland (95%). Fast response times were also considered a top priority, with 93% of UK consumers and 96% of Irish consumers deeming speedy service important.

Generative AI (GenAI) technology has a key role to play here. Self-service solutions like virtual agents or chatbots can empower round-the-clock, near-instant issue resolution, helping meet the current demand for fast, seamless outcomes. Organisations must tread carefully though. About one-third (36%) of UK and Irish consumers (28%) don’t trust AI to provide accurate answers.

Similarly, 85% of UK consumers and 90% of Irish consumers consider a choice of engagement methods to be an important element of service. Solely relying on tech-powered service delivery is a mistake. Consumers want a blend of both high-touch and high-tech service offerings to satisfy their desire for speed, while reserving the option to speak to a human when necessary.

2. Flexibility to switch between channels

Our research shows customers often want different modes of connection at different moments in the buyer journey. Most consumers would choose to engage with a chatbot before phoning a human representative when seeking general company information or product details. Nearly half (49%) of UK consumers consider a good chatbot offering crucial to customer service.

When problem-solving or troubleshooting an issue, however, 39% of UK consumers would rather phone a human customer service representative. Offering a choice of channels is a great starting point when looking to drive long-term customer relationships. It’s just as vital that these channels are straightforward—and that they’re easy to switch between when desired.

Organisations looking to provide the best possible experience for customers in the region must be mindful of changing demand. Being able to swap out technology for a human touch when an issue arises is key to building long-lasting customer loyalty.

3. Tech with personalisation

Consumers in both the UK and Ireland value a strong customer experience underpinned by the right tech solutions. In fact, by 2030, consumers in the UK and Ireland would like to see the following become standard practice:

When asked why they may be hesitant to engage with AI solutions, consumers in the UK cited not wanting a formulaic response (46%) and not trusting the answer to be correct (36%). When employing AI-powered customer service solutions such as chatbots, it’s crucial that organisations maintain the level of personalisation expected by consumers. Getting this approach right requires a strong data management strategy.

Next steps for organisations

Organisations must collect—and act on—data in a way that allows them to understand their customers’ preferences. It’s about investing in the appropriate technology solutions that allow full visibility into both how customers interact with the business and their preferences, whether that’s GenAI reporting capabilities, a single-server platform with one consolidated dashboard, or something else.

Then it becomes possible to use the relevant insights to create solutions that are seamless, personalised, and meet customers where they are in the buyer journey.

Find out more about what UK&I consumers expect from a standout customer experience in the complimentary 2024 Consumer Voice Report.

Infographic transcript

Consumer Voice Report 2024: Tackling The Brand Loyalty Crisis

We asked 2,000 consumers across the UK about their behaviour, what they want from a good customer experience, and what organisations can do about it.

Voiced Perspectives

The brand loyalty crisis isn’t going anywhere any time soon. But organisations that focus on driving better customer experiences through technology can still build long-lasting relationships — and boost sales.

Consumers voiced, the most important aspects of a customer experience today are:

The top 3 things customers want to see organisations prioritise are:

The most popular mode of engagement when:

Explore our full research report to hear directly what your consumers want in 2024.