Sabio Group Publishes 2nd Edition of its Annual Index of Customer Experience in the Contact Centre

• Sabio Incex analyses the needs and expectations of Spanish customers across several sectors
• 2,000 consumers were surveyed as part of the research across Banking, Insurance, Telecommunications, Utilities, Transport, Logistics, Hotels and Retail

Highlights of the 2022 research include:

• Poor customer service among the top reasons for customers abandoning a brand
• 52% of customers surveyed said they enjoyed engaging with an automated voice service
• Interaction with the contact centre rose 5%, with more than half enjoying a positive experience
• NPS and customer loyalty rise across the majority of industries

Sabio Group has published the second edition of its annual customer experience (CX) index – with interesting trends emerging in customer loyalty, interaction channels and overall CX.

The annual Sabio Incex study analyses the needs and expectations of Spanish customers across eight main industries, including Banking, Insurance, Telecommunications, Utilities, Transport, Logistics, Hotels and Retail.

Poor customer service was among the top reasons that customers took the decision to abandon engagement with a brand, with bad experiences mentioned in the top three reasons for brand abandonment in seven of the eight sectors analysed.

Meanwhile, interaction with the contact centre rose 5% in the last year with more than half reporting a positive experience, while 52% of customers said they enjoyed engaging with an automated voice service when contacting a brand.  

David Sanchez, Commercial Director for Sabio Spain, said: “We are excited to present the second edition of our annual Incex research, which shines a light on some of the customer experience trends emerging in our key industries across Spain.

“The study specifically looks at customer engagement with the contact centre and, thanks to the findings that emerged through our inaugural study in 2021, we have been able to draw some interesting conclusions and highlight emerging trends in this year’s findings.

“What is clear is that the quality of the customer experience and customer service provided by brands – and the quality of the technology and channels that they’ve adopted - continues to fluctuate industry-by-industry. However, customers want memorable experiences in addition to top-notch service – and if they don’t get it, they will have no hesitation in looking elsewhere and quickly.”

Sabio’s Incex research found that customer loyalty in the form of Net Promoter Scores (NPS) improved across all sectors - other than in Logistics - with Energy brands showing the greatest improvement in NPS during the last 12 months. 

The adoption and use of digital channels as a preferred method of contact grew 9% across the Insurance industry. However, usage of digital channels in general – such as email, web and WhatsApp - dropped across all other industries. This led to a growth in preference for other methods of engagement, including through the Contact Centre or even face-to-face interactions with contact centre engagement rising 5% year-on-year.

Half of the consumers surveyed said they had had an enjoyable experience when interacting with the contact center, while more than half – 52% - reported positive engagement with an automated voice system when doing so.

David continued: “Brands that focus on providing positive customer experiences will outperform their competitors and lead the way in their markets.

“We believe that the conclusions and trends that have emerged from this year’s Incex study will provide Spanish companies with an accurate picture of the needs and expectations of Spanish customers, helping brands focus on making the necessary adjustments to their customer service teams and technologies to enhance customer experiences.”

Sabio Incex analyses the needs and expectations of consumers across several sectors and was once again compiled following a survey of 2,000 consumers across Spain.

You can download the full Sabio Incex 2022 report in its entirety here.

Alternatively, for an industry-specific breakdown, contact Sabio here.