New Delhi– Indian consumers are increasingly demanding the ability to control and personalise their products, services and experiences — a trend indicating wider digital shift in consumer behaviour — a global survey revealed on Friday.

Titled “Amdocs Customer Experience Spotlight 2016” and conducted by customer experience software solutions provider Amdocs, it found that digital lifestyle is changing consumer demands and shifting the balance of power to consumers,

The appetite for digital alternatives is increasing as Indian consumers are becoming accustomed to the customer experience delivered by the new digital companies.

Eighty-six per cent of respondents said they preferred to interact with these companies via digital channels.

“Indian consumers prefer to use digital channels to interact with digital businesses or brands like Amazon and Uber but when it comes to telecom, they do not want to use their service providers’ digital channels for customer care or self-care service,” the survey said.

The researchers also found that digital channels are increasingly becoming the preferred choice for Indian consumers to find information about new products or services, as well as to order a new service.

However, they still prefer to visit a retail store or call customer care to obtain fast and immediate service.

The study was conducted by 451 Research on behalf of Amdocs and covered 7,000 consumers in 14 countries including Thailand, Singapore, India, Philippines and Indonesia. (IANS)