In the telecommunications retail market, the appetite to buy goods online is growing. But product choice and complexity means interactions with a sales expert is still vital for many shoppers.
This report unveils findings from our recent study, polling both telco providers and consumers from the UK and US about current online buying journeys. We reveal insights into the experiences and challenges of using digital sales channels, and the transformative potential of AI to enable human-centric experiences.
Key findings
98% of CSP providers face challenges in replicating the human buying experience online
Nearly half of CSPs admit they would not feel very confident completing a purchase based on their online buying process
Consumers desire human-like interaction online, with 52% saying the online buying journey currently lacks it
Chatbots are the top frustration when shopping online for nearly a quarter of consumers
The online versus in-store obstacle confronting CSPs
77% of Communication Service Providers (CSPs) agree that customers prefer a virtual buying journey, but nearly half of CSPs lack confidence in their own online buying experience.
With almost one-in -five consumers only willing to spend 10 minutes shopping online, CSPs must deliver timely, personalised support.
Difficult conversations with chatbots
Consumers are increasingly desiring human-like interactions online, with 52% reporting that current online buying journeys lack this element.
Despite significant investments in chatbots, these technologies are causing frustration for consumers. A notable portion of shoppers cite chatbots’ inability to answer specific questions as a key annoyance, with one in five consumers saying they bypass chatbots altogether.
A desire for personalised recommendations
A lack of personalisation is impacting which products or services customers opt for.
Almost a quarter feel that service providers fail to offer personalised loyalty or reward schemes that would encourage them to purchase a different device brand. In the UK especially, consumers are open about the mobile provider and device brand they opt to go with
But what lies behind CSP’s difficulties in offering personalised recommendations? 25% admit that the inability to find out who they are selling to online is a main reason they can’t convert customers.
Turning frustration into loyalty
Despite the significant investments that CSPs have made on their online purchasing experiences, the continued inability to offer personalised real-time support, and current tools not understanding human psychology, are pushing frustrated consumers towards the comfort of communication with live-agents and the in-store experience.
As CSPs increasingly adopt AI-driven services to enhance customer experience, they face challenges related to privacy concerns, bias, and capability perceptions.
By integrating consumer psychology into their AI solutions, businesses can deliver personalised offerings, enhance overall satisfaction, increase customer loyalty, and ultimately drive increased revenue. In fact, 92% of organisations consider consumer psychology in the online sales process important.
To find out more about how 15gifts is helping businesses solve these challenges, get in touch.
