In the fast-paced digital landscape of India, customer demands fluctuate like tides, putting pressure on companies to be agile and responsive. 76% of Indian customers don’t just expect their needs to be met; they demand businesses to anticipate their evolving requirements. Speed is paramount, with 93% anticipating quicker service responses keeping in mind the growing technological advancement.
In the midst of this environment, the report emphasises the prospect of the customer experience. It reveals that 90% of Indian consumers consider a company’s experience as crucial as the products and services it offers. This narrative transcends transactions, highlighting the holistic journey a customer takes with a brand.
However, this journey isn’t straightforward. Another trend emerges as 63% of Indian consumers switched brands in the past year. Reasons vary, including factors like product quality, attractive deals, and superior customer service.
“The significance of delivering a cohesive customer experience cannot be overstated. As companies increasingly integrate AI across their business, customers are grappling with concerns around responsible use of the technology. It is imperative that companies differentiate their technology strategies, grounding them in trust and human connection,” Deepak Pargaonkar, VP – solution engineering, Salesforce India, said.
Talking about prioritising good customer service isn’t just about reputation; it’s a strategic investment that fuels business growth. A resounding 88% of customers attest that quality service not only influences repeat purchases but also cultivates forgiveness and sparks word-of-mouth referrals. The impact is especially pronounced in the world of business buyers, where substantial deal sizes hinge on getting customer service right. Notably, proactive service is a rarity that customers increasingly value, yet the current landscape often sees them grappling with reactive solutions. Uneven training and inadequate tools further compound the challenge, leaving customers feeling that good service is more a matter of luck than intention.
Beyond numerical figures, the report reveals emerging technologies. The rise of generative AI sparks curiosity among Indian consumers. Excitement, hope, and curiosity mark a digital frontier where transactions evolve into a dialogue between humans and machines. Yet, every journey faces challenges. As AI plays a larger role, the report uncovers a subplot of trust. It exposes the concerns of 74% of Indian customers about the ethical use of AI by companies. Transparency becomes the hero of this subplot, with 65% emphasising the need for greater visibility into AI’s usage.
Amidst this digital saga, industry experts stress the importance for companies to differentiate their strategies based on trust and human connection.
“Customers today expect companies to anticipate their needs and provide proactive assistance, yet such service is rare, leaving customers feeling that the quality of service they receive is left to chance. Brands are prompted to prioritise consistency, efficiency, and a human touch with personalization being the tenet of modern customer engagement,” Mankiran Chowhan, VP – enterprise business, Salesforce India, said.