Filipino consumers still prefer human support even if automation is on the rise. According to a May 2022 Forrester Consulting study, human touchpoints in hybrid experiences are pivotal in improving customer experience (CX).
Filipino consumers still prefer human support even if automation is on the rise. According to a February 2022 Forrester Consulting study, human touchpoints in hybrid experiences are pivotal in improving customer experience ., suggested a strong correlation in the value of human agent interactions when addressing highly emotional or complex cases.
Across all the markets surveyed, phone calls were also the top preferred interaction touchpoint in all support scenarios: from pre-sales to post-sales support, and all the way to feedback and complaints.In terms of CX score, the Philippines at 3.9 sits between China and Malaysia . Improving CX scores, the study found, correlates to an improvement in advocacy , retention , and spending for brands.
Forrester Consulting also found four personas among Filipino consumers that brands must tailor their CX strategies to: affluent hybrid shoppers who use digital and human channels interchangeably; reserved high-touch seekers who are inclined to human touchpoints; neutrals who remain hesitant to switch among touchpoints; and low-touch digital natives who opt for digital CX.
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