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-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video.

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