NICE has launched its 2024 International Happiness Index which highlights the opportunity gap between consumer demands and what businesses are delivering when it comes to CX. The index found most consumers believe if organisations leverage digital and AI solutions in customer service, it can close the gap and make them happier and more loyal consumers.
Consumers understand the benefits that AI can bring to their lives: 41 per cent of consumers identified resolving issues faster as the primary benefit of AI, with an additional 36 per cent of consumers citing not having to repeat themselves as another significant advantage. Additionally, these benefits can reveal untapped revenue as those who see AI as improving customer service are also more likely to reward good customer experiences. In the US, 30 per cent of respondents who acknowledge AI’s advantages tend to spend more with brands that offer excellent service with 44 per cent remaining loyal.
The International Happiness Index was designed to quantify the impact that an experience with a brand has on consumers, pinpointing what may drive happiness among consumers from different backgrounds and geographies, reflecting on how every day interactions can affect consumer satisfaction and loyalty. The index found that consumers will spend more for great customer service, with nine out of ten people willing to pay more for a customer experience that leaves them happier. Additionally, brands that offer excellent customer experiences will continue to see the benefits, with 52 per cent of consumers reporting they are more likely to return to brands that deliver exceptional CX.
Omer Minkara, vice president, principal analyst, Aberdeen, said, “You might expect people to be happy if they receive a discount, because value and price are very important, especially in today’s economy. So, it’s interesting to see consumers essentially saying, ‘I want to be wowed.’ Brands must adapt to distinguish themselves by delivering delightful experiences.”
Barry Cooper, president, CX division, NICE, said, “The impacts of exceptional customer service extend far beyond the interaction, ultimately driving overall consumer happiness. We commissioned the inaugural International Happiness Index to demonstrate the influence that businesses have on consumer happiness and how the latest cutting-edge technology can enable businesses to connect with their consumers on a new level. This confirms the power of Enlighten’s purpose-built AI for CX in driving businesses to not only deliver great customer experiences but gain and retain loyal consumers.”