61% of Customers Tell Friends About Good Experiences

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New research has found that over half of customers would tell friends and family about their positive experiences.

The large-scale study of more than 18,000 consumers in nine countries published by Verint Systems, conducted by Ovum and Opinium, also found that 27% reported that they would sign up to the company’s loyalty scheme following a good experience, while only 15% didn’t think good service would change their behaviour in any way.

The research also found that while 89% of respondents agreed that good service makes them feel more positive about the brands they engage with, 48% also said they are suspicious about how their data is used.

Only one fifth of respondents agreed they want companies to understand their mood and cater to them accordingly. However, 43% admitted that when companies make mistakes, they are more forgiving of those they believe understand them.

What people value most are the basics

“This study is a wake-up call for brands looking to revamp their customer service to cater to today’s more demanding and better-informed customers,” said Jeremy Cox at Ovum. “While brands have the ability to precision-target highly personalised communications for every single customer, the study shows what people around the world actually value most are the basics—questions answered with minimal effort on their part. Brands therefore have a fine balance to strike between the customised and impersonal service they deliver. Customers expect to be recognised, but will have adverse reactions if they feel stalked.”

Cheaper pricing, rude staff and mistakes all motivate customers to switch

This study also explored the impact of poor service on switching behaviour, as well as the benefits brands can reap if they get it right. Though cheaper pricing is the single biggest motivation for switching (31%), rude staff (18%) and too many mistakes (16%) are second and third on the list.

Rachel Lane

Rachel Lane

“The new rule book of customer service has less to do with personalisation at all costs and everything to do with making life easier for people,” said Rachel Lane, Director, Voice of the Customer Analytics, EMEA at Verint. “On the whole, consumers have no patience with firms that don’t get the basics right. This is a challenge for providers and an opportunity to help ensure front-line staff have information at their fingertips to deliver a quick and seamless service relevant to each customer’s individual needs. Staff should be empowered to make decisions and ‘go the extra mile’ when required.”

About the research

Interviews were conducted amongst 18,038 consumers in the following countries: Germany (2,006), France (2,001), Netherlands (2,002), Poland (2,001), UK (2,004), South Africa (2,010), USA (2,007), Australia (2,007) & New Zealand (2,000). The research was conducted online, in the local language for each area and respondents were incentivised to participate.

For more information about Verint Systems, visit their website.

Author: Megan Jones

Published On: 7th Oct 2015 - Last modified: 18th Dec 2018
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