Consumers in Asia-Pacific contact customer service at a much higher rate than those in other regions. In Europe, just 16% of respondents say they interact with customer experience teams at least once a month.
This means companies have fewer opportunities to interact with their customers. Understanding customer intent, making customer journeys seamless and intuitive, and providing an empathetic interaction have never been more important. While technology plays a critical role in enabling this efficiency, many consumers still prefer human-to-human interactions. In the US and Asia-Pacific, one in six consumers has called customer service just to hear a human voice.