Study shows that 25% of dissatisfied customers request service cancellation.

A new unpublished study of Evollo, leading speech analytics platform in the market, analyzed thousands of interactions in service channels to understand the factors that generate friction between customers and companies. The survey reveals that aspects related to ineffective problem solving, communication failures, misguided charges and invasive business experiences are the main triggers of frustration for consumers.

The survey also shows that about 25% of dissatisfied customers even asked for the cancellation of services. The most cited reason was the accumulation of frustrations throughout the relationship, marked by inefficient interactions, unfulfilled promises and commercial approaches classified as abusive.

Although a relevant portion of complaints is associated with financial issues (reflecting the strong presence of companies in this sector in Evollo's customer base), the study shows that the quality of service is a recurring factor of dissatisfaction. Among the main annoyances are the delay in resolving demands, misplaced information, technological failures and the so-called “commercial harassment”.

"Operational and financial problems are, in most cases, the initial trigger of complaints. However, the lack of clarity in communication and the inadequate posture of the attendants are the factors that amplify friction and can compromise the relationship with the consumerstates Eduardo Ribeiro, co-founder and Business Development of Evollo.

Emotional triad

The survey pointed out the resolution stage as the most sensitive of the whole relationship. In it, the low rates of solution at the first contact range from 23% to 32.3%, while the recurrent problems are recorded in almost 50% of cases. The data generate a scenario that directly impacts consumer confidence and strengthens the negative perception of companies.

"When the company fails to resolve, the customer tends to relive frustration with each new contact attempt.This undermines trust and leaves a complex emotional trail to repair, explains Ribeiro.

The research also identified the predominant feelings of consumers in the calls considered negative. Among the most frequent expressions are: “demora”, “demora”, “confusion”, “bug”, “impossible” and “ja pagi”.

These manifestations reflect what Evollo calls the “emotional”, in which frustration, anxiety and distrust appear in most unsuccessful interactions.Dissatisfaction and discontent, perceived in up to 45% of cases, and confusion, in almost 25%, complement a worrying emotional picture for brands.

"This combination of emotions and the recurrence of failures creates an environment hostile to loyalty. The study shows that a quick resolution, combined with clear communication, are essential elements to reverse this situation”, he concludes Ribeiro.