Majority of Consumers Think Brands Need to Stop Trying to "Surprise and Delight"

IntelliResponse survey finds 58.7 percent of consumers prefer an efficient customer experience to a personalized one

May 21, 2014, 08:30 ET from IntelliResponse

TORONTO, May 21, 2014 /PRNewswire/ -- A survey conducted by IntelliResponse, providers of the most widely deployed enterprise virtual agent technology, found that while most consumer-facing companies tout goals around surprising and delighting customers, consumers prefer an efficient customer service experience as opposed to a personalized one. When 1,000 U.S. online consumers were asked what type of relationship they want from the companies they buy from, 59 percent of respondents said they would like a transactional relationship where they receive efficient service and only 24 percent characterized their relationship as a friendship, where they get personalized service.

The survey also uncovered that 74 percent of consumers believe they should be able to get the same answers from a company's website that they can get from speaking to one of the company's call center workers. This is largely due to the expanding communication landscape, which now includes online portals, social media and mobile devices. It has become increasingly important that consumers are able to find answers to their customer service questions online, especially given that 68 percent of survey respondents said a company's website is the first place they go when looking for information regarding a product or service.

"Consumers want the ability to find the answers to their customer service questions, at the time and place of their choosing," said David Lloyd, CEO of IntelliResponse. "Companies need to empower their customers with self-service channels that can instantly deliver the single, right answer to service questions and ultimately provide the efficient experience consumers are looking for."

Millennials Want Customer Service That's as Mobile as They Are

Smartphone adoption among adults age 18 to 24 is 75 percent and 78 percent among adults age 25 to 34, according to Nielsen. For millennial consumers, efficiency now means mobility – consumers want efficient service on the go without having to call a contact center. According to the IntelliResponse survey, 61 percent of respondents age 18-24 and 60 percent of respondents age 25-34 said they would rather use a mobile app for a customer service question than call a contact center to speak to a live representative.

The findings are based on a Google Consumer Survey of more than 1,000 consumers. Google Consumer Surveys automatically field a validated, representative sample of respondents and allocate users according to the demographic spread of U.S. Census data of Internet users.

About IntelliResponse Systems

IntelliResponse provides digital self-service technology solutions for the enterprise. We create profitable online conversations for our private and public sector customers around the world.

Our patented Virtual Agent solutions transform corporate websites, mobile applications, social media channels and agent desktops into world class self-service platforms. Using IntelliResponse, consumers can ask questions using natural language and get instant, accurate answers as well as targeted offers that lead them down the purchase path and improve conversion. What's more, key voice of the customer insights are captured in natural language, allowing companies to build highly detailed customer profiles over time.

IntelliResponse is the gold standard in first line customer experience, offer management and customer intelligence. Some of the world's most recognized corporate brands and public institutions trust their customer experience management needs to IntelliResponse – including CIBC Bank, ING Direct, Charter Communications, Progress Energy, Copa Airlines, Penn State University, Yale University and Harvard University Extension School.

For more information about IntelliResponse, visit

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SOURCE IntelliResponse