• by Ray Schultz , December 14, 2022

Consumers not only want value from brands — they want to feel valued, according to a new study from Intercom. 

Among the shoppers polled, 64% would leave a business if it did not make them feel valued during a customer service interaction. However, that percentage falls behind the number who would leave if their issue was unresolved (66%) and those who would leave after being ghosted by a support representative (65%). 

In addition, 61% of consumers say respect is more important than getting a rapid customer response. 

How “value” is determined varies with the customer.  

“Consumers have higher expectations for businesses to be transparent, to be present and to be available to connect with,” says Des Traynor, co-founder and chief strategy officer of Intercom. “How you talk to customers, where you talk to them, and what you say impacts whether or not they continue to give you their business.”

The best ways to show value, the study finds, are:

• Knowing a customer’s purchase or usage history — 66%
• Providing VIP treatment — 52% 
• Offering proactive tips and support — 51% 

Consumers feeling they were treated with disrespect can drive 64% away, as can using misguided slang or other cringeworthy language (41%) trying too hard with inauthentic communication (35%) or using too many emojis (28%) in support interactions.  

At the same time, 56% of consumers prefer professional language over casual language, although 61% of Gen Z favors a more relaxed approach. 

But consumers don’t seem to welcome email: 60% prefer text or direct messages, and this includes all age groups.  

Whatever the format, 35% like shorter messages instead of long paragraphs, a preference cited by 49% of millennials. 

Intercom surveyed 1,000 U.S. consumers.