Monday, June 13, 2016

IoT Top Trends and How Support Impacts Brand Loyalty and the Bottom Line

Parks Associates and to present webcast on top five trends for support and how to turn IoT consumers into brand advocates

New Parks Associates research finds over 75% of smart home device owners have more than one device, which will create new challenges in setup and interoperability in the connected home. Parks Associates will discuss strategies to support the connected consumer in the complimentary webcast “The Future of Tech Support: IoT & The Consumer Experience,” co-hosted by, on Tuesday, June 14, at 1:00 p.m. ET (12:00 p.m. CT).

The webcast, featuring Emily Rickman, VP, Services Sales and Account Management,, and Patrice Samuels, Research Analyst, Parks Associates, examines ways in which customer expectations are changing. Currently 45% of U.S. broadband households resolve technical problems on their own, and 65% prefer this method, indicating that brands need to offer support solutions that empower their customers. Only 37% of consumers are very satisfied with the effort required to connect with the right support agent for assistance with a problem.

Most Appealing Support Services

“Positive experiences promote brand success, and that starts from the moment the device is plugged in or service is activated,” said Patrice Samuels, Research Analyst, Parks Associates. “Among consumers who do not experience setup problems with a product, over 50% are likely to buy that device again, compared to only one-third who experience at least one problem at the outset. To promote customer loyalty, brands must implement support strategies that manage customer experiences throughout the onboarding process.”

“We are seeing again and again that the role of customer support is changing,” said Emily Rickman, VP, Services Sales and Account Management, “It is not just about break-fix or troubleshooting anymore. Instead, customer support is now covering the whole customer journey, having a key impact on the end-to-end customer experience that is crucial for brand value in today’s environment.”

Samuels and Rickman will discuss the evolution of support strategies and ways companies can leverage direct interaction with their brand, through support, to drive brand loyalty among consumers. They will also examine how the IoT can create brand advocates by anticipating and aligning with consumers’ evolving expectations in order to develop stronger emotional connections.

Samuels will present the top five trends for tech support, which includes the following areas:

  • Proactive
  • Effortless
  • Secure
  • Personalized
  • Holistic, based in California, is a leading provider of cloud-based software and services to deliver next-generation technical support. The company helps leading brands in software, electronics, communications, retail, IoT, and other connected technology industries deepen their customer relationships.

Webcast registration is complimentary, and all registrants will receive presentation materials after the event. Register at Contact Holly Sprague at, 720-987-6614 for meeting requests.

About Parks Associates: Parks Associates, a woman-owned and woman-led internationally recognized market research and consulting company, specializes in emerging technology solutions serving the consumer and small to medium business (SMB) markets. Celebrating its 35th year in 2021, Parks Associates is a partner to companies navigating the changing consumer technology landscapes through data-driven market insights, extensive consumer and industry intelligence, custom marketing services, and executive networking experiences and conferences.

The company's expertise includes home automation, control systems and security, digital media and platforms, entertainment and gaming, home networks, internet and video services, connected health and independent living solutions, mobile applications and services, support services, consumer electronics, and energy management solutions.

Each year, Parks Associates hosts industry webcasts, the CONNECTIONS™ Conference Series, Connected Health Summit, Smart Energy Summit: Engaging the Consumer, and Future of Video: OTT, Pay TV, and Digital Media.

Next: One-third of smart home device owners experience problems with their devices
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