Omnibus research commissioned by customer service specialists
The proliferation of digital devices and social networks has transformed British consumers' tolerance of waiting times. What KANA calls the "expectation reflex" has truncated, in a generation, responses measured in working days to a matter of minutes.
KANA asked a statistically representative sample of
- Men are generally more impatient than women. Men will check a device for responses on average every 22 minutes, 30 seconds. Women will check every 26 minutes, 15 seconds.
- The 65+ age group checks devices more frequently than the 45-64 year old group, reflecting the time they have available and their newly developed digital capabilities. This suggests digitally enabled pensioners will become the prolific and demanding complainants within five years.
- One-fifth of all social media users will check for a response at least once an hour, with one in 20 checking every 10 minutes or more.
The most frequently checked devices across all age groups are:
- Email on smartphone - every 36 minutes
- Checking Twitter for replies - every 39 minutes
- Checking phones for texts - every 48 minutes
- Checking for mixed calls - every 49.25 minutes
- Checking PC or laptop for email - every 54 minutes
- Checking Facebook for messages - every 57 minutes
- Checking voicemail - every 1 hour, 5 minutes
The following details the frequency by age with which consumers check for responses on any device:
18-24 Every 9 minutes, 50 seconds
25-34 Every 9 minutes, 55 seconds
35-44 Every 21 minutes 45-54 Every 36 minutes
65+ Every 47 minutes
55-64 Every 1 hour, 30 minutes
He added: "Public-facing organisations have to recognise the adoption of social channels is truncating customer service processes. With smartphones acting as digital umbilical cords, the modern consumer is always connected. Unfortunately for service desks, 'working days' are an outdated concept."
"Running a customer service operation is as complex as running air traffic control. Reductions in consumer tolerance can and should be met with a level of service that meets revised expectation. The technology already exists to support organisations that wish to monitor all channels and deal with queries and complaints in a rapid and personal fashion. Companies that don't adjust their processes in the age of the adept digital consumer will be the losers."
KANA's polling also found that the average
The poll found that an astonishing two weeks each year - equivalent to the amount of time typically taken for a summer holiday - are lost by every adult simply trying to get the service they need or expect from private and public sector organisations.
KANA understands the value of great customer service experiences. We know every channel through which a customer communicates with--and about--your brand. We provide on-premises and cloud solutions for large enterprises and mid-market organizations. By unifying and maintaining context for customer journeys across agent, Web, social and mobile experiences, KANA solutions have reduced handling time, increased resolution rates and improved net promoter scores (NPS) at more than 900 enterprises - including many of the Fortune 500 and more than 250 government agencies. At KANA, we help create differentiated and personalized customer experiences that count.
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