How brands can preserve customer ‘digital patience’
As the common phrase goes – ‘patience is a virtue’. The ability to endure, wait and yield to time without complaint is widely seen as a positive personality trait. Yet patience is situational, and everyone has a limit.
In a customer service context, people will wait longer when the stakes are high, or when they trust that delays will lead to better security, accuracy or care. If they’re dealing with another human, they also tend to be far more forgiving.
Alongside that limited patience, customers are also increasingly distracted. The average Brit now sits on over 1,000 unread emails in their inbox, according to recent research, alongside juggling around 25 non-work notifications a day.
People are not short of communication, but saturated. Attention is at a premium, and anything irrelevant is quickly deprioritized or disappears entirely.
This is particularly acute for the 36-55-year-old cohort, which boast the highest unread...
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