DALLAS, Feb. 12, 2020 /PRNewswire/ -- Parks Associates today released a new whitepaper Next-Generation Support: Building an Engagement Platform, which finds over 33% of CE device owners report experiencing problems with their device over the past year. The whitepaper notes that even as these problems could extend to damage a brand's reputation, they present an opportunity for service providers and device manufacturers to launch new support strategies that can secure new business and loyal customers by delivering superior support and smart home experiences.
"Technical problems with devices can impact brand loyalty—29% of consumers who indicate their devices were difficult to set up ended up switching to a different brand. Brand abandonment rose to 49% when consumers reported setup was very difficult," said Patrice Samuels, Senior Analyst, Parks Associates. "Building a positive brand experience is no longer limited to the operation of a single product. An entire ecosystems of connected devices and services influences a customer's experience, and a service provider or manufacturer has to account for all these factors."
Problems with connectivity are the leading issues among connected device owners, which can lower consumer confidence in devices and services that promise to deliver security, safety, or health use cases. Proactive support is important for managing the consumer experience with these devices. Thirty-three percent of smart home device owners find a proactive service that resolves technical problems highly appealing.
"Support services are instrumental for building and sustaining valuable customer relationships," Samuels said. "As brands seek to leverage support to build better customer relationships, they must transform these services in several ways to address issues more proactively and make it easier for consumers to access and receive support."
The whitepaper details proactive support solutions, as well as self-help and professional support solutions that diagnose and resolve technical problems. Additional research from Next-Generation Support: Building an Engagement Platform:
Over 50% of consumers who set up smart home devices on their own experience a problem.
Only 47% of US broadband households that received technical support services over the past 12 months are very satisfied with the speed at which their problem was resolved and the resources available to the agent to address their concern.
Parks Associates is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates creates research capital for companies ranging from Fortune 500 to small start-ups through market reports, primary studies, consumer research, custom research, workshops, executive conferences, and annual service subscriptions.
The company's expertise includes digital media and platforms, entertainment and gaming, home networks, Internet and television services, digital health, mobile applications and services, support services, consumer apps, advanced advertising, consumer electronics, energy management, and home control systems and security.
Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit: Engaging Consumers, and Smart Energy Summit: Engaging the Consumer. http://www.parksassociates.com