According to the researchCX Trends 2024, carried out byOctadeskIn partnership with Opinion Box, the ideal response time varies depending on the contact channel. "Today’s consumers are used to quick and dynamic solutions. Having the best product or service is no longer enough. Companies need to ensure that service is agile, effective, and, most importantly, delivered on the platform where the customer is," explains Rodrigo Ricco, Founder and General Director of Octadesk.
The survey, which interviewed over two thousand online consumers, revealed the expected response times across different channels. 35% of respondents, when usingmessaging apps like WhatsApp, and 29% when contacting viasocial networks, such as Facebook and Instagram, expect an answerwithin five minutes. For channels likechat online(41%) andtelephone(43%), the expectation is even more immediate: consumers expect to be served within one minute. "Respecting these response times is essential to ensure a good experience and prevent the consumer from switching to the competition. With digitalization, any delay can be costly, both in terms of customer loyalty and brand image," reinforces Ricco.
If contact is made bye-mail, the survey shows that 25% of respondents are willing to waitup to an hourby the return. However, any longer delay may compromise the relationship with the customer, directly affecting repeat purchases. "If the response time to the consumer does not meet expectations, repurchase may be at risk. In a digital world, where everything is just a click away, time is not only money but also trust and loyalty," emphasizes Ricco.
Response time: a competitive advantage
The response time involves much more than the simple interval between contact and resolution of a request. It encompasses readiness, agility, and effectiveness of the service provided. Companies that invest in reducing response time are, in practice, improving the shopping experience and ensuring customer loyalty.
“In an environment where consumers have total control over their choices, speed of service becomes a competitive advantage for companies to always be ahead of customer expectations, ensuring that each interaction is fluid, efficient and, above all, satisfactory”, concludes the specialist.
