Page 15 - Optus Future of Business Report 2013

14
optus Future of Business
The evolving multi-channel organisation
Channel maturity often
dictates consumer
preferences
It should be unsurprising that there
was a direct relationship between how
satisfied customers were with a channel
and their preference for using it. Often
this is a barrier to newer channels
gaining traction because consumers
are so comfortable with existing ways
of engaging with businesses they are
reluctant to try unproven ways. This
was especially evident when consumers
were asked their views on emerging
digital channels.
Consumers rated a higher level of
satisfaction with the more traditional
channels. For instance, 51% of
consumers used contact centres
to interact with organisations, while
50% reported that they were very
satisfied with their experience,
indicating a tight correlation between
high satisfaction and use.
While the desire for human interaction
remains the primary barrier to online
adoption, consumers’ comfort levels
with existing channels and belief that
newer channels are not suited to their
purposes are among the most cited
reasons for not using mobile and social
media. More than a third of consumers
said they don’t like using social
media to interact with organisations.
This highlights an opportunity for
organisations to demonstrate the value
and benefits that newer channels can
offer their customers.
MOST CITED REASONS FOR NOT USING
DIGITAL CHANNELS – CONSUMERS
NOW (%)
I PREFER TO
INTERACT
WITH A
PERSON
I AM
COMFORTABLE
WITH WHAT
I USE ALREADY
I AM
COMFORTABLE
WITH WHAT
I USE ALREADY
I AM
COMFORTABLE
WITH WHAT
I USE ALREADY
29
35
27
27 26
31 25 24
27
23
20
2
7
IT’S NOT
SUITABLE
FOR MY
PURPOSE
IT’S NOT
SUITABLE
FOR MY
PURPOSE
IT’S NOT
SUITABLE
FOR MY
PURPOSE
I DON’T LIKE
USING IT
I DON’T LIKE
USING IT I DON’T
TRUST IT
IT’S NOT
A SECURE
OPTION
FOR ME
ONLINE
SOCIAL MEDIA
MOBILE
CONSUMERS WHO WERE VERY SATISFIED
WITH THEIR CURRENT INTERACTION
CONSUMER SATISFACTION
(%)
ONLINE BRICKS AND MORTAR SOCIAL MEDIA CONTACT CENTRE MOBILE
61 50 42 31 27