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Whatever industry you’re in, customer experience can now make or break your brand. As the pandemic drove people into their homes to work, learn, study and play, it also triggered a new definition of value. That’s shaking up the way customers make purchasing decisions.
Take telecommunications, media and technology (TMT), for example. In 2021, half of Canadian households said broadband reliability involved more than speed alone. A further 40% of those same consumers weren’t totally satisfied with technical support’s ability to solve issues the first time around. Even as customer service solutions evolve, those concerns remain. In Canada and around the world today, 52% of households don’t think instant messaging works for complex customer service queries. Meanwhile, 45% of consumers find it difficult to articulate a broadband issue without speaking to someone. These shifting realities have made seamless, friction-free service an increasingly important lever in the industry battle for Canadian wallet share.
Fundamentally improving customer experiences in this complex market isn’t easy. Doing so begs the need to get creative and try something new. At EY Canada, we’re working with leading organizations to address that challenge by daring to ask: can automating the right parts of the customer experience improve consumer outcomes in TMT — and other industries — while also strengthening the bottom line?