Indians more loyal to brands that use e-mails, apps, chatbots, AI; here’s what they don’t like

Indian customers are more loyal to brands that use digital tools as a primary channel of customer engagement, even as customer service is getting more oriented towards using digital channels, a survey said. In adapting to digital channels of the customer service, Indian customers lead their global counterparts. Verint Systems, a customer engagement company, said in its 2019 research report. 70 per cent of the Indian customers are more loyal to brands that make use of digital tools such as e-mail, apps, chatbots and AI. However, the Indian customers want the human interface to be integral to customer service by 2030, it added.

With significant decline in long-term customer loyalty in the last twelve months, the organisations must work upon customer service in this disruptive digital environment age, the report also said. The rising customer expectations are emboldening organisations to adopt an ‘always-on’ approach to service and work, it added. While long-term loyalty is seeing a fall, short-term customer loyalty is on the rise, it also said.