The integrated communications provider’s new survey report – titled Communication Calibration – quizzed 2,000 UK consumers and its headline findings showed an audience with high expectations and a fairly low opinion of current communication standards.
69% of respondents said they believed that customer service had not improved in the last five years while 82% agreed that customer service was too focused on apps and technology rather than person-to-person support.
Meanwhile, 38% of respondents said they still choose to receive paper communications from organisations.
The report also revealed a split in opinions on AI, with 47% of respondents stating they were unwilling to use a human-like AI chatbot.
Adare SEC CEO Tony Strong said: “This data set is important. Second-guessing how consumers and citizens wish to be treated is a fast-track to problems further down the line.
“The temptation may be to shift priorities and explore new technologies – to keep up with the digital disruptors – but our survey results show a preference for real balance when it comes to delivering great service. And it is great service – coupled with message efficiency – that will boost the bottom-line.
“The reality is that there is no finishing line – expectations will always be a step ahead. But there is a way for organisations to keep moving communication strategies forward at an efficient and effective pace.
“Communication calibration is required, tuning operations in a measured fashion to drive continuous improvement. The journey from legacy is taken step by step.”
The report, which can be downloaded for free, also explores subjects such as sustainability, channel choice, data security, and more.
