Just 14% of consumers prefer to fill out online forms provided by companies, according to a survey of 1,000 consumers by Drift. The 2019 State of the Conversational Marketing report highlights that although 79% of companies are still using online forms, consumers aren’t happy with them.
Consumers also expect a faster response from chatbots with 42% saying they expected immediate responses, compared to 39% on video calls and 11% for online forms.
Among common frustrations, consumers found it hard to get answers to simple questions online (34%) and found sites hard to navigate (30%).
Across most customer service channels including live chat, chatbots, face to face and telephone, consumers are now expecting faster responses than in 2018.
Online chats are rated as the most convenient channels for consumers, whilst chatbots are better at delivering a 24/7 service.
Roughly half of respondents would abandon a chatbot if it didn’t respond whilst 41% would drop it if it wasn’t helpful.
Meanwhile, 32% use chatbots primarily to help answer their questions and get detailed information (29%).
“With the rise of conversational marketing, companies no longer have an excuse. Today, regardless of company size, if you’re not hyper-focused on providing the best customer experience possible, people are going to leave and find a competitor who is,” concludes Mark Kilens, an author at Drift.