Most consumers like the idea of a single-brand ecosystem

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A new Xerox report, The State of Customer Service 2015, reveals that more than half (51 percent) of consumers are comfortable with the idea of buying into a single brand ecosystem for all their technology, communications and media needs.

By 2025, 37 percent believe a single supplier will manage their home.

Technology consumers -- who cited 166 different brands for five different devices -- are already buying into one-brand ecosystems with 40 percent having at least two devices from the same brand. Furthermore, nearly half (43 percent) of those willing to buy into a single brand would like their chosen technology brand to be their sole supplier for telecoms and media too.

The Xerox study, which surveyed 6,000 consumers across the media, telecoms, and technology sectors in the United States, United Kingdom, Germany, France and the Netherlands, about their attitudes to customer care, found that technology consumers are the most satisfied, with the lowest risk of churn.

When compared to customer satisfaction in telecommunications (34 percent) and media (41 percent), more consumers are highly satisfied with technology brands (48 percent).

Other trends revealed by the report include:

  • It’s still bricks and mortar when buying new technology: Over a third (35 percent) of all purchases still take place in-store; 26 percent of Gen Z consumers (those aged 16 to 20) prefer to shop in-store. Despite technology users’ embrace of the store however, 26 percent of complaints to technology brands went through the call centre. Overall, the retail store is still the channel of choice for consumers contacting technology brands in France (25 percent), Germany (28 percent), the Netherlands (25 percent), and the United Kingdom (25 percent). In the United States, the call center is the channel of choice (32 percent), with 21 percent preferring the retail store.
  • The privacy vs personalization challenge: Only one in five are comfortable with brands using their personal data. At the same time, 68 percent of consumers expect at least basic personalization of communications and services from their technology brands, with only 10 percent of consumers feeling that technology brands fully understand them.
  • Consumers demand omni-channel contact: Nearly half (48 percent) of consumers were unable to contact technology brands via their preferred channels over the last 12 months. When consumers were unable to use their preferred digital channels, 60 percent stayed within the digital landscape, but one in five fell back to the call center.

Published under license from, a Net Communities Ltd Publication. All rights reserved.

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