Surprise! Your Customers Just Aren’t That Into You

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When customers have problems or questions about the products and services they use, all they really want is a quick, effective answer. They are probably already in pretty bad mood given that their product or service has failed to deliver as expected, so why further irritate them with a painful support process. Regardless of what the marketing department thinks, customers really aren’t interested in ‘building a relationship’ with a service provider, they just want to get their issue solved quickly and easily and get on with their lives.

Results below clearly show how the amount of customer effort expended impacts customer satisfaction and loyalty. When very low efforts are required by customers it has a very positive impact on how satisfied and loyal they are. If you think browsing through endless pages of a web site, mobile app, or a forum are quick and easy then you’re drinking your own koolaid.

Figure 1 – Source: 2016 NICE-BCG Customer Experience Survey

Service providers are obviously focused on improving customer experience as a way to differentiate but it’s getting harder to find something to reduce customer effort given the growing complexity of connected devices, digital services and the IoT. Digital self-care is what telecom customers are asking for. The study below shows that 32% of telecom customers prefer self service to a physical visit (14%) or calling a live rep (12%).


Figure 2Source: 2016 NICE-BCG Customer Experience Survey

As mentioned in previous articles, service providers are in a unique position to stake out a position as the destination for quick and painless answers in their digital care efforts. The same old self-care products such as, bill presentation, troubleshooting tools and device how-to libraries are all helpful but require customers to navigate through a lot of data to find answers. All of these choices require a lot of patience while the customer navigates web pages or app screens and sifts through all of the info to find the specific piece of information they are looking for which is a lot of customer effort.

New contextual search technology is making it possible for self-care to take a giant leap forward and service providers are in a unique position to deliver these new self-care tools and become the trusted source for answers. The companies that can successfully implement a successful digital service strategy where customer effort is extremely low will reap significant rewards from higher customer satisfaction and loyalty. In the future, any service provider not delivering support in this way will be seen as a dinosaur.

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Artiom Kreimer

VP, Product & Analytics

Artiom has spent 10 years in software and mobile engineering, specializing in quality assurance and customer service. He has worked in testing and QA at both startups and in enterprises such as Clickfree, TELUS, and Freescale Semiconductor.

Michel Benitah

VP, Optimization & Delivery

Michel has 20 years of experience in leading the successful delivery of Conversational AI and Natural Language Customer Care solutions to some of the largest financial, telco, healthcare, utilities, and retail enterprises throughout North America. 


Prior to joining Wysdom, Michel spent 20 years at Nuance Communications, holding senior management and leadership positions within the enterprise division, most recently as director of the Toronto office and professional services team.

Frederic Lam

SVP, Sales

Fred brings in 25 years of international experience in sales and business development across North America, the Caribbean, Asia-Pacific, Europe, and the Middle-East.


Prior to Wysdom.AI, he held sales leadership positions at Oracle, Redknee, and Movius/Glenayre, successfully growing revenues in both large and small organizations. Fred has also been involved in the start-up community in the earlier stages of his career as an Investment Manager with SP Capital and was an alternate director on a few investee companies.

Karen Chan

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With 20 years of experience in software and mobile, Karen has held senior technical roles at 5 startups, including Wysdom.AI, Clickfree, Mobile Diagnostix (HP), Teamatic, and Virtualthere.

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Karthik has over a decade of hands-on, proven global expertise in emerging technologies and implementing intricate platforms and solutions for telecommunications and enterprise during his time at Amdocs, with senior positions in their India, Cyprus, America, and Canada offices.

Nitin Singhal

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Nitin has over 20 years of success in global executions of business technology, driving operational efficiency and digital scalability for some of the world’s largest enterprise clients. 


Nitin spent 16 years at Redknee holding executive positions in Research and Development, Customer Operations, Partner Alliances, and most recently as COO.

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His in-depth understanding of software development and the challenges in making new technologies successful in the startup world prove invaluable as he serves on the boards of XMG, SurfEasy (Opera), Locationary (Apple), Groupie, and as an advisor to Pushlife (Google), LogMeIn (IPO) and HP. 


Jeff holds 23 issued patents in the wireless and consumer electronics spaces and is the lead inventor on 30+ pending patents.

Ian Collins​

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Ian has founded and grown 6 technology companies over the past 20 years, primarily in the enterprise software space including Wyrex, Mobile Diagnostix (HP), Clickfree, and most recently Wysdom.AI. 


Ian invests, mentors, and sits on the boards of several startups in the Toronto area.