AGOURA HILLS, Calif. (June 12, 2001)—Although many companies have gone online with interactive Web sites, the Internet isn't likely to replace old-fashioned, person-to-person telephone dialogue as the most viable means of communicating with customers, a J.D. Power and Associates study indicates.
The finding was a product of J.D. Power's 2001 Cross Industry Call/Contact Center Report (SM).
“There are no shortcuts in satisfying a customer,” said J.D. Power Director of Consulting Services Andrew March in a statement issued by the company. “Ultimately, good customer service comes from delivering products and services that match customer priorities. Offering multiple service channels and delivery channels to the customer only improves service if each new channel provides what customers expect.”
The report, for example, states that 63 percent of online stock traders prefer speaking directly with a brokerage representative regarding technical issues and 45 percent in the case of account inquiries. Only 27 percent said they favor contacting customer service via the Internet.
The J.D. Power report addresses six customer satisfaction insights and drew its conclusions from about 30,000 survey responses.