WOW Contact: How to Optimize the Customer Experience You Deliver Over the Phone, via Chat, and/or by Email

A new component has been added to Leger’s WOW study in 2020! While the WOW study evaluates the in-store customer experience and the WOW Digital study evaluates the online customer experience, WOW Contact evaluates the customer experience with customer service or after-sales support representatives.

As a result of the current COVID-19 pandemic, we have seen a significant increase in many Canadian retailers’ interactions with their customers through all points of contact. We surveyed more than 8,000 Canadians who have contacted a company’s contact service by phone, chat, email, text messaging or social media since June 2020 to assess 11 new dimensions that stem from the actions and behaviours expected of an employee in terms of optimally handling a customer contact.

The pandemic has disrupted our baseline patterns in terms of consumption habits. Above all, it has highlighted the importance of customer service beyond in-store interactions, with online shopping seeing its popularity explode. Based on this, we wanted to offer companies a 360-degree view of their main points of contact, including calls, emails, or chat sessions. Since the customer experience is defined by interactions, no matter how basic, including the Contact component in the WOW study was a natural fit this year. 

Isabelle Blanchet, Vice-President, Customer Experience, Leger MetriCX

In total, 100 Canadian companies were evaluated to understand:

  • The incidence of contact with a customer service or after-sales support representative
  • The means used and reason for contacting a representative
  • Key performance indicators for the contact service (overall satisfaction and likelihood to recommend)

What are the main observations in terms of customer service and after-sales support in 2020?

A FEW HIGHLIGHTS

> THE TELEPHONE IS THE MOST POPULAR WAY TO CONTACT A COMPANY’S CUSTOMER SERVICE OR AFTER-SALES SUPPORT SERVICE.

> IN GENERAL, REPRESENTATIVES LISTEN TO THEIR CUSTOMERS, BUT THE AFTER-SALES FOLLOW-UP IS DEEMED UNSATISFACTORY.

> THE BEST SERVICE IS FOUND IN THE EYEWEAR, BANKING AND PHARMACY SECTORS.

> THE WORST WAIT TIME BEFORE OBTAINING AN INITIAL RESPONSE IS IN THE TELECOMMUNICATIONS SECTOR.


WEBINAR

On January 29, 2021, Isabelle Blanchet, Vice-President, Customer Experience, Leger MetriCX and Christian Bourque, Executive Vice-President, Leger, unveiled the main findings of the new Contact section of Leger’s 2020 WOW study. They also provided tactical and operational insights for optimizing the customer experience.

To (re)watch the webinar, click here.


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