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

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes
  • Advertising
  • Marketing

New ANZ Research Shows That LGBTQ+ Visual Representation Relies On Stereotypes

New research from Getty Images, a world leader in visual communications, has found that LGBTQ+ representation in ANZ remains low and stereotypical. It’s 2021 – this needs to change – especially in marketing and advertising. In partnership with GLAAD, the LGBTQ+ media advocacy organisation, Getty Images has launched a full-spectrum Guidebook in direct response to […]

Dir David Attenborough’s Life Stories Launches On LiSTNR
  • Media

Dir David Attenborough’s Life Stories Launches On LiSTNR

Natural historian Sir David Attenborough is one of the most commanding and respected storytellers in the world and now the iconic series, David Attenborough Life Stories, is available on LiSTNR as part of SCA’s recently announced partnership with the BBC. David Attenborough Life Stories is a series of talks on the natural histories of creatures and […]

Menulog Makes Key Marketing Promotions
  • Media

Menulog Makes Key Marketing Promotions

Menulog has doubled down on its marketing support for restaurant partners, with the promotion of Senior Marketing Manager, Rami Tamer, to a newly created role of ‘Head of Partner Marketing’, as well as the promotion of former-Blue 449 Performance Manager, Jaryd Buggins. In the new Head of Partner Marketing role, Rami will lead a team […]

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst
  • Media

Barry Drinkwater Leaves ARN Brisbane After 28 Years, Will Hand Over Reins To Alisson Longhurst

ARN has announced Barry Drinkwater will be handing over his content director reins at 97.3FM and 4KQ to respected radio executive, Alisson Longhurst. Drinkwater has had a stellar career in radio spanning more than four decades, and was acknowledged as one of Australia’s Top 20 Content Directors by Radio Today in 2020. He began his radio career […]

Australian Radio Industry Joins Global Working Group On Android Automotive
  • Media

Australian Radio Industry Joins Global Working Group On Android Automotive

The Australian commercial radio industry has joined a global working group of broadcasters, carmakers and tech experts collaborating on the innovation of radio in Android Automotive. Android Automotive is Google’s infotainment operating system which is being built into new connected cars. Industry body Commercial Radio Australia is part of the working group, led by the […]

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health
  • Media

Triple M’s No Talk Day Returns To Inspire Conversation Around Men’s Mental Health

For the third consecutive year, Triple M’s No Talk Day will return on Thursday July 1 to raise awareness around men’s mental health and encourage courageous conversations on Triple M’s 45 stations across the country with support from partner Beyond Blue.  From 6:00am – 6:00pm on July 1, Triple M is encouraging listeners to clear […]

72andSunny Sydney Promotes Ross Berthinussen To President Following Chris Kay’s Shock Exit
  • Advertising

72andSunny Sydney Promotes Ross Berthinussen To President Following Chris Kay’s Shock Exit

72andSunny Sydney has appointed Ross Berthinussen (main photo) to the role of president leading the Sydney office. Berthinussen’s promotion follows yesterday’s surprise news that the agency’s CEO, Chris Kay, had snared the rather prestigious role of CEO of Saatchi & Saatchi’s UK office. Read B&T’s reporting here. Berthinussen has been executive strategy director of the […]

Seattle, USA - Oct 15, 2019: The entrance sign to the new Google building in the south lake union area at sunset.
  • Marketing
  • Technology

Rebounding Ad Industry Sees Google Jump Up Most Valuable Brand Ranks

Amazon has secured the title of most valuable global brand for the third year running, but rival tech giants such as Apple and Google are breathing down the neck of the Jeff Bezos founded site. Data and insights company Kantar has released its BrandZ report for 2021, detailing the most valuable brands globally based on […]

by B&T Magazine

B&T Magazine
Taiwan Receives First Ever Grand Prix In Cannes Lions Live Day Three, While Lil Nas X, Fortnite And Tinder Win Big
  • Advertising

Taiwan Receives First Ever Grand Prix In Cannes Lions Live Day Three, While Lil Nas X, Fortnite And Tinder Win Big

Cannes Lions Live Day Three saw the announcement of winners in the Craft Track and Entertainment Track, in partnership with Unity, as well as an exciting first, with Taiwan awarded its first Grand Prix. On the Australian front, awards were slightly slower, with Aussie agencies recognised only in the Digital Craft Lions. These Lions award […]

by B&T Magazine

B&T Magazine
Businessman using tablet payments online shopping with speed icons customer and data network connection on virtual screen.
  • Marketing

62% Of Shoppers Doing Most Of Their Purchases Online: BigCommerce And PayPal Report

Consumer shifts in how and where people buy products evolved significantly during the COVID-19 pandemic, creating new opportunities for retailers to use new channels, fulfilment strategies and payment options, according to the results of a new survey out today from BigCommerce and PayPal. While a majority of the 3,000 consumers surveyed from the United States, United Kingdom […]

Image lead story From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising
  • Partner Content

From ‘Over-Contextualising’ To Updating Creative: Everything You Need To Know About Contextual Advertising

With Google pressing ahead with its plan to deprecate third-party cookies in the near future, it seems many marketers are now looking at contextual advertising as a way to meet consumer expectations in an increasingly privacy-focused world. Despite the newfound popularity of contextual advertising, it is not a new principle. In fact, advertisers have been […]

Partner Content

by B&T Magazine

B&T Magazine
New Talent Agency, Liquorice Plants Roots In NZ
  • Marketing
  • Media

New Talent Agency, Liquorice Plants Roots In NZ

The brainchild of co-founders Gina Williams-Folau (main photo) and Greer Bland, the talent agency Liquorice was born out of a desire to make things easier for brand managers. Liquorice offers social talent for brands wanting to hit the sweet spot with Kiwi audiences. Launching with a roster of big names on board including Millie Elder-Holmes, Athena […]

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson
  • Advertising
  • Campaigns

Anglicare WA Makes Winter Chill Contagious In Campaign Via Wunderman Thompson

9000 Western Australians experiencing homelessness are about to face cold winter nights. To call for donations to the 2021 Winter Appeal, Anglicare WA has released a chilling video with renowned actor Liam Graham, best known for his starring roles in Greenfield and The Heights, experiencing mild hypothermia after spending one hour in a commercial freezer. […]

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App
  • Advertising

Blackmagic Design Helps Create Latest Ad For Chris Hemsworth’s Centr Fitness App

Blackmagic Design has shared how its products were used to shoot the latest commercial campaign for Chris Hemsworth’s fitness training app, Centr. The new campaign, which promotes the progressive 10 week workout plan ‘Power’ replicates the same protocols used to prepare the actor for his latest appearance in the upcoming Marvel franchise film, Thor: Love […]