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'Too hard' product installation and setup leads to increased returns

Have you ever purchased a product only to spend hours online, or on the phone, trying to troubleshoot an installation or set-up problem? You are not alone. But did you find a solution and, if not, what did you do with the product?

A survey of more than 2,200 consumers, conducted by Support.com, found that if a consumer electronics product is difficult to install or set-up 90% of consumers will return that product within a week. Furthermore, nearly two-thirds (64%) will cease making purchases from a brand whose support services are hard to interact with.

While more than half (52%) will persevere and make an effort to engage with a brand to resolve issues, it all depends on the cost of the product, found Support.com. The vast majority of consumers (87%) will return a product within a week if it costs $200 or less.

“The survey findings are a clear call to action for product and service organizations to invest in measuring customer effort and better understanding their customers’ challenges,” says Alex Poulos, VP of Marketing and Customer Success at Support.com. “It is no longer viable for companies to count on brand loyalty as an incentive for customers to put more effort into a particular tech product or service. No matter how much customers like your brand, they shouldn’t have to work to love your products.”

Brands can mitigate customer effort, and returns, by providing a more proactive and personalized post-purchase approach via both agent and self-service customer support, says Poulos. However, according to Support.com’s report, consumers have yet to find any single support solution to be the best approach.

Tags: brand marketing, consumer electronics, customer service, ecommerce

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