Consumers remain loyal to a single brand technology "umbrella"

Consumers remain loyal to a single brand technology "umbrella"

According to a study Xerox, 'The State of Customer Service in 2015, consumers of technology - which mentioned 166 brands to five different devices - are already followers of brands "umbrella", 40% of them had at least two devices at the same brand.

In addition, almost half of those willing to make their purchases from the same brand of technology (43%) would appreciate that mark to be their only vendor for telecommunications and media.

The study surveyed 6,000 consumers in the sectors of media, telecom and technology from the United States, Britain, Germany, France and the Netherlands, about their attitude towards customer care services.

According to the survey results, consumers of technology are among the most satisfied and the risk of renunciation is the lowest. The degree of customer satisfaction on service technology is 48% as opposed to customer satisfaction in telecommunications - 34%, average - 41%.

As demonstrated by the results of the study, the role of technology brands will continue to grow, says Jared Kearney, industry technology leader, Xerox. Offering a high degree of satisfaction and a high rate of customer retention, consumer technology brands trust them to provide other services, not just the usual.

 Physical stores are still the main source of acquiring new technologies: Over a third (35%) of all purchases occur in physical stores; 26% of consumers of Generation Z (young people aged between 16 and 20 years) prefer to buy in physical stores.

Despite the preference for physical stores technology users, 26% of complaints to the brands in this sector were made through the call center.

Technology

Overall, the retail store is still the preferred platform for customers who contact technology brands in France (25%), Germany (28%), the Netherlands (25%) and the UK (25%). In the US, 32% of consumers choose call center, while 21% prefer retail.Protejarea store personal data versus customization: Only 1 in 5 consumers are comfortable with the use of personal data by brands. Meanwhile, 68% of consumers expect at least a minimum level of customization of communication and technology services brand and only 10% feel that these brands really understand them.

Consumers are demanding integrated communications: Almost half (48%) of consumers could not, in the last 12 months, contact technology brands via their preferred channel. In this situation, 60% of customers remained in the digital environment, but 1 in 5 has returned from call-center option.

In the context of increasing customer loyalty technology brands have a huge opportunity to take the initiative and to position itself in the spotlight clients Kearney added. Even if physical stores are still important to keep high degree of loyalty, brands should take advantage of the variety of channels available for customer interaction - digital, online and call center and make contact with them on their preferred platform.