SHOCK! Study Finds 89% Of People Say Good Service Makes Them More Positive About A Brand

SHOCK! Study Finds 89% Of People Say Good Service Makes Them More Positive About A Brand
SHARE
THIS



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

Choice

Latest News

Dan Gregory’s Five Tips For Effective Collaboration
  • Opinion

Dan Gregory’s Five Tips For Effective Collaboration

In this guest post, CEO of The Impossible Institute, Dan Gregory (main photo), says if you’re lost for inspiration then two heads – even 100 heads – are always better than one… The implementation of effective collaboration leading the generation of results has been well documented, but there is one example that comes to mind – this […]

Opinion

by B&T Magazine

B&T Magazine
Poll Reveals What Journalists Fear the Most
  • Media

Poll Reveals What Journalists Fear the Most

A global poll of journalists from 52 countries has identified declining ad revenues as the profession’s number one concern. Staff cuts came second and the dreaded “fake news” came in at third. The poll was conducted by German press organisation Impressum and asked respondents the three questions below: In one word, what defines journalism in your […]

by B&T Magazine

B&T Magazine
Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing
  • Advertising
  • Marketing

Aussie Adland’s Brightest Come Together To Crystal-Ball Trends In Creative & Marketing

A new Aussie study – based on the views of some of adland’s brightest – has concluded that data and technology is bringing agency creatives and marketers far closer together. The study, titled Joining The Dots: The Future Of Creativity, was conducted by PwC and Google and included the opinions of 15 industry thought leaders […]

by B&T Magazine

B&T Magazine
Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More
  • Marketing

Aussie Study: Brands With An Excellent Reputation Can Charge Almost 10% More

Consumers are willing to pay more for products that not only have the features they want but also are delivered by businesses with a good reputation, a new Australian study has found. The study (which you can read in full here) was done by researchers at the University of Technology Sydney (UTS), puts a price on reputation […]

by B&T Magazine

B&T Magazine
P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network
  • Media

P2P Transport Limited Becomes Australia’s Largest Taxi Advertising Network

The acquisition of Nonstop Media by ASX-listed P2P Transport Limited will create Australia’s largest taxi advertising network. Adflow, P2P Transport’s advertising division, will take control of all acquired media assets to complement its growing fleet of digital rooftop signage, vehicle wraps and in-vehicle entertainment products across Australia. The acquisition grows Adflow’s footprint substantially by adding […]

UNSW Partners With Adobe To Transform Its Digital Ecosystem
  • Marketing
  • Technology

UNSW Partners With Adobe To Transform Its Digital Ecosystem

Computer software giant Adobe has announced a partnership with UNSW Sydney that will see Adobe Experience Cloud implemented across the university’s global digital ecosystem. The partnership with Adobe is part of a five-year overhaul of UNSW’s digital ecosystem designed to boost its reputation as a top 50 global university through improved integrated marketing capabilities and […]