The report, surveying people from across the globe, found that the importance of customer service and experience has no real barriers, and is vital among all age groups, countries and living sectors. The survey found that those 71 years of age and older, as well as those between the ages of 16-20, are most willing to pay more for a better experience overall.
“We all know that customer satisfaction is a strong indicator of loyalty,” said Nancy Collins, group president of Xerox’s High-Tech, Communications and Media group. “Whether it’s more expertise from customer care agents, shorter wait times or a seamless omnichannel experience, there is a clear opportunity for brands to better use technology to build trust and treat every consumer as an individual.”
Underlying dissatisfaction can cause serious issues within an industry, causing shoppers to visit other stores and refuse to commit loyalty to one brand. A little over 31 percent of respondents also indicated that they didn’t like the personalization of their information for shopping, and half of those over the age of 50 echoed the sentiment.
The brick and mortar retail store remains one of the most crucial parts of the overall shopping experience, as face-to-face interactions and in-person signups are still preferred.