Analysis of Consumer Perception in U.S. Online Customer Service

Abstract

Online customer service plays a critical role in shaping the modern consumer experience. Post-pandemic customers are more demanding with heightened expectations for the quality of the service they receive. The COVID-19 pandemic significantly altered the consumers interaction toward more digital platforms. This has transformed the landscape of online customer service. The aim of this study is to analyse the perceptions of U.S. consumers aged 40 and older in regards to today's online customer. The research will examine the ways in which U.S. consumers engage with online service channels, their preferences, and satisfaction levels. Both qualitative and quantitative research methods are employed, including a survey and interview. Previous studies show an evolving customer service landscape with consumers and technology always changing and developing. Microsoft reports from 2015-2019 provide insight and data into technological advancements and the expectations of consumers, along with how they are continuously changing. The findings reveal that, even with the investments that businesses have made for better customer service, the majority of consumers surveyed feel that the level has remained stagnant or worsened. Ultimately, this study concludes that there is a reversal of adequate customer service and that more work still needs to be done to keep up with consumer expectations. Further research is recommended into younger demographics, as well as into other regions.