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Customers go online about poor service

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Businesses don’t decide how customer-obsessed their companies are – the customers do.
According to Forrester data, almost 70% of consumers flock to online platforms to complain about poor customer service, and 39% spread the word to friends and family about their negative experiences.
Now, more than ever, brands must focus on improving customer service initiatives to stay afloat in the age of the customer, the research company says.
The top customer service trends in 2016 revolve around ease, effectiveness, and emotion, writes Forrester in a new report.
Forrester predicts that, as 84% of online adults used self-service mobile apps and FAQs to solve their problems during the past 12 months, companies will focus efforts on making self-service easier for customers. This will include embedding knowledge into devices or delivering it via wearables and even exploring cognitive engagement.
The Internet of Things will continue to transform companies from being product-based to services-based. Insights from connected devices will trigger pre-emptive service, which will result in faster resolutions at lower costs, better planning, and anticipation of future customer needs.
Businesses will improve human-to-human interaction to provide satisfactory customer service. Organisations will equip employees with simpler, more modern, and automated tools to increase productivity, which will lead to more time spent on solving customers’ problems more quickly and sufficiently.