Enteractive has concluded a study conducted through The Harris Poll that surveyed more than 2,000 Americans who are 18 and older. The survey focused primarily on American attitudes toward customer service relationships as European CRM experts have entered the market. The study also addressed general feelings toward online gambling.
The data collected and the results of the survey reflected a lack of CRM focus within the United States, particularly in the entertainment and technology fields.
Of those polled, 90% said they preferred to speak with a live person instead of an automated agent when contacting a brand with questions.
When it came to language preferences, 89% of Americans wanted to talk to an agent who speaks their native language.
Americans polled were also big fans of the Caller ID feature, with 87% of those surveyed stating incoming calls should show up on Caller ID so that they know who is trying to reach them.
Those polled also found robo-calls from various brands to be a nuisance, with 70% stating robo-calls are “frustrating” and 54% admitting they are “very frustrating.”
In addition to the customer relationship questions, Enteractive asked Americans about their attitudes toward online gambling.
The survey revealed that 52% of Americans support national online casinos and sports betting, and 49% approve those activities on a state level.
Enteractive CEO Mikael Hansson commented about the findings: “I was so pleased to see the results as they bear out our personal interaction business model, that we are excited to be bringing to the US later in the year.
“Since 2009 we’ve had real people talking to our clients’ customers in their own language to bring them back with amazing success. We’re looking forward to helping US companies with their customer retention by actually speaking with their users as well.”
Hansson went on to add that he believes the brands willing to personally engage customers will be the ones that achieve the highest level of success within the US sports betting market.
He concluded by saying: “There’s currently a gold rush in the US sports betting market and the eventual winners will be those brands that engage with their customers and build relationships for the future.
“Every brand must keep a clear focus on all aspects of their offering, ensuring that all the hard work in getting to market, and the expense of customer acquisition is not quickly lost to lapsing customer relationships.”
