Infobip share lots of statistics from new Pan-European consumer research looking at what customers today demand, and their tolerance levels towards bad customer service.
This research was conducted by Opinium, who polled 2,000 UK adults in a nationally representative sample.
A Bad Experience Impacts Your Bottom Line
- The majority of British (79%) shoppers have experienced bad customer service during lockdown. Almost a third (32%) of these shoppers will never shop again with the brand they have had a negative experience with.
- More than half (54%) of UK consumers will purchase from brands again if they have a good experience.
- Over the course of the year, a shopper would have spent £341 with the particular brand responsible for their subsequent negative experience. When extrapolated against the number of consumers, this means that, on average, companies in the UK could be set to lose more than £2.5 billion due to those shoppers vowing to never to shop with a business again.
The Only Way Is Omnichannel
Brands need to deliver a customer experience that caters exactly for the needs of the consumer – it needs to be at the right time, on the right platform and provide the answers the consumer needs.
- Frustrations experienced by UK consumers include being left on hold (35%), limited ways to contact a company (31%), and repeating details to a customer service agent (20%).
- While the majority of customers prefer email contact with brands (52%), live online chat has become an increasingly popular option (31%).
- 18–34-year-olds are much more likely (14%) to use social media to contact customer services than 55+ (4%).
Supermarkets Have Excelled
- Supermarkets have provided the best customer service – nearly two-thirds of UK consumers (63%) have been satisfied with their experience
- Tesco, Asda and M&S all appeared in the top 5 brands with which customers have identified positive experiences.
- Half of UK consumers have been satisfied with the alternative digital offerings provided by supermarkets.
- UK banks and financial services also fared well, keeping more than half of their customers satisfied (55%).
- Consumers’ positive experiences reflect the fact that supermarkets quickly adapted to the changing needs of the consumer. Many (23%) now expect a similar level of service from other brands in today’s post-pandemic climate.
For more great content and research from Infobip, visit: www.infobip.com
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