"About two-thirds of Americans claim to be happy today, but the state of customer support is not one of the things they’re truly happy about."
This is according to new research from NICE, which recently published a report called the 2024 International Happiness Index, the company’s inaugural research highlighting the opportunity gap between consumer demands and what businesses are delivering when it comes to the customer experience (CX). While 66% of Americans are fundamentally happy, according to the index, only 36% are happy with the state of customer service, signaling major opportunities for businesses to use CX-centric AI to fill the gap.
Additionally, the index found most consumers believe that if organizations leverage digital and AI solutions in customer service, it may close the gap and make them happier and more loyal consumers in the long-term picture.
To some, this may sound like a head-scratcher. While customer attitudes toward AI are mixed, there are indications that they may be realizing how AI can make their lives easier. NICE’s index found that 41% of consumers identified resolving issues faster as the primary benefit of AI, with an additional 36% of consumers citing not having to repeat themselves as another significant advantage. Moreover, 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 U.S., 30% of respondents who acknowledge AI’s advantages tend to spend more with brands that offer excellent service with 44% remaining loyal.
NICE’s 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 10 people willing to pay more for a customer experience that leaves them happier. Additionally, brands that offer excellent customer experience will continue to see the benefits with 52% of consumers reporting they are more likely to return to brands that deliver exceptional CX.
Commenting on the results of the index, Omer Minkara, Vice President, Principal Analyst at 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."
Edited by
Alex Passett
