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Digital lovers are less loyal

Consumers who prefer to engage with brands through digital channels are more likely to switch providers than those who favour human interactions.

In a study by Verint Systems, just under half (49%) of those who prefer to engage with organisations via digital channels have been with providers for more than three years. This rises to 58% amongst those who like to pick up the phone and to 57% amongst those who prefer to go in-store.

Rachel Lane, Verint’s director of customer analytics, EMEA, believes these findings indicate that a more human customer service experience can help drive retention and loyalty. She said: “As our research shows, consumers feel more positive about a brand when they interact directly with a person, so organisations need to consider how to make the digital experience more personal to avoid increased customer churn.”

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