SHOCK! Study Finds 89% Of People Say Good Service Makes Them More Positive About A Brand
Research company Verint Systems today released the results of a global study it commissioned that highlights the rapidly evolving service expectations of consumers. The study provides new insights into what criteria customers find important and the ways in which businesses can respond.
The research — spanning nine countries — was conducted in partnership with analyst and consultancy firm Ovum and UK-based research company Opinium. The survey explores the importance of quick, easy and personalised service in securing customer trust. It also uncovers surprising divisions over attitudes on how personal data is used to deliver this service.
Globally, the research found that while almost nine in 10 respondents (89 per cent) agreed good service makes them feel more positive about the brands they engage with, nearly half (48 per cent) also said they are suspicious about how their data is used. Only one-fifth of respondents said they wanted companies to understand their mood and cater to them accordingly. However, 43 per cent admitted that when companies make mistakes, they are more forgiving to those they believe understand them.
Key findings from Australian respondents include:
· Nearly three in five (59 per cent) are more likely to tell friends and family if they receive good customer service, while almost one-third (30 per cent) will leave a positive review, and 27 per cent will sign up to a business’s loyalty program.
· When asked about the top drivers of loyalty, one in five (21 per cent) of Australian respondents cited when they feel companies consistently show they understand their needs as an individual. This is in addition to the 20 per cent who said loyalty comes down to loving a company’s products or services. Interestingly, just 18 percent said their decision is based on a company offering low prices.
· The survey found 58 per cent regard customer service as a transaction, while 42 per cent said the service should reflect them as a person.
· Just over half (51 per cent) of Australian consumers appreciate it when service is personalised to them while just under half (49 per cent) are suspicious of how their data is used.
· Australian consumers want companies to know their mood and respond accordingly (18 per cent). Interestingly, however, is that 82 per cent are more concerned about getting answers to their questions.
“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,” says Jeremy Cox, principal analyst, customer engagement, 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.”
Adds Cox, “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.”
The study also explored the factors that cause customers to switch between service providers. Among Australian respondents, 33 per cent nominated finding a cheaper alternative, while 19 per cent said too many mistakes or impolite staff would cause them move on.
When it comes to banks, customer service clearly plays a more important role with a quarter (23 per cent) of those surveyed saying too many mistakes could cause them to shift. For retail stores, the key factor for changing is impolite, rude or disinterested staff (27 per cent).
“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,” comments Michael Stelzer, vice president, Australia and New Zealand for Verint Enterprise Intelligence Solutions.
“On the whole, consumers do not have a lot of patience with firms that don’t get the basics right. This is a challenge for providers and an opportunity to help ensure frontline 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’.”
Please login with linkedin to comment
ChoiceLatest News
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
Entries For Five Decades Of Advertising Graduates Awards Close On Monday
Entries for the Five Decades of Advertising awards close Monday. And no extensions! Any bribery is open til Wednesday.
Cadbury Extends Commitment To Women’s Sport With Sweet New Wallaroos Deal
Rot your teeth, get fat and support women's sport all at the same time with this sweet new sponsorship arrangement.
Campfire X & Nando’s Partner To Acknowledge Traditional Land Owners Across Australia
Chicken chain unveils important First Nations initiative. The actual chickens more concerned with the Adani coal mine.
Lisa Ronson, Naysla Edwards & Ben Hill Join MFA Awards Signature Judging Panel
MFA Awards adds some serious clout to its judging panel. Still no confirmation Paulini will be performing on the night.
Connect Hearing ‘Sounds Good’ Platform Via Bread Agency
Every office has that one hard of hearing person that's oblivious to the fact. Ramp up their insecurities with this.
Ipsos Iris Data: Australians Prioritise Entertainment & Sports Over Serious News In March
Data shows Aussies prioritising light entertainment over hard news. And who can blame them if you've seen the hard news!
Fur Media Partners With Mad Paws To Support Advertisers
It's never good if your office smells like faeces & brine chunks in aspic. Not if you're pet-friendly agency Fur Media.
MAXIBON Drops Epic Flavour Collaboration Via SICKDOGWOLFMAN
There are few pluses to be had with global warming, except the extension of ice-cream eating season.
Sling & Stone Scrubs Up With Lush Account
Got friends at Sling & Stone? Expect the dreaded loofah and bath bomb for birthdays/Christmas this year.
SBS’s The Cook Up With Adam Liaw Produces ‘Fewer CO2 Emissions Than Industry Average’
SBS could go full vegan for Adam Liaw's seventh season and reduce its TV audience and emissions by 99 per cent.
GumGum & Playground xyz To Merge Media Portfolio, Creating “Powerhouse” Ad Suite
GumGum & Playground xyz tap into consumer mindset. B&T prefers tapping a keg, but whatever works.
All The Winners & Grinners From The TikTok Young Lions Awards Night!
Last week saw every part of the human experience: Exalted, devastated, exhausted & stuffing sausage rolls in the corner.
TV Ratings (21/4/24): Farmer Wants A Wife Wins Sunday Prime Time
Farmer Wants A Wife does make the country life seductive. Apart from the manure stench & the bleating roosters at 5am.
Australia’s Automotive Industry Shifts Gears With CTV
How much was CTV responsible for Australia's record car sales in 2023? Or those horrible oversized American utes?
Australia’s C7EVEN Communications Launches Services In Japan With New Tokyo Office
Aussie comms agency unveils its Tokyo plans. Confirms it's still getting the hang of the toilets over there.
Daniel Goldstein Promoted To Head Of PR At Example
Try as he may to surreptitiously blend in with the wall in his photo, this PR fellow still relatively easy to spot.
Marie Claire & Volvo Partner For The Planet: Nominees For The Inaugural Marie Claire Sustainability Awards Announced
Fashion bible Marie Claire unveils its Sustainability Awards. Yet still refusing to recycle 2023's maxi skirts trend.
Sefiani Unveils A Wave Of Promotions & Appointments
Life's good in PR/comms as Sefiani unveils new hires. Well, bad news for media sites obsessed with redundancy stories.
Yahoo Launches Identity Solutions For CTV
Connected TV just got a whole lot more exciting with this innovation. Bar the incessant Friends re-runs.
Infosum Launches Data Clean Room Solution With Samsung Ads Australia
Infosum & Samsung Ads launch a data clean room solution that's a lot more than a Wettex & squirt of Ajax.
Fast 10: Bread Agency’s Amaury Treguer On Its “Unrivalled” Social Commerce Focus
Bread Agency's Amaury Treguer takes B&T's Fast 10, as he reveals why he won't be sandwiched up against the opposition.
X And Elon Musk To Sue Australia’s eSafety Commissioner Over Sydney Stabbing Takedown Order
If this all wasn't traumatic enough, Elon weighs in to prove he's the world's richest man & world's biggest dickhead.
CRA Siren Award To Be Presented At B&T Awards 2024!
Often attend award nights & think "I wish this night would never end"? Well, B&T's just got that tiny bit longer.