Nearly nine out of ten customers (86 percent) claim they will pay more for a better customer experience. This and other findings come from Right Now’s 2011 Customer Experience Impact Report: Getting to the Heart of the Consumer and Brand. The study shows there is a clear payoff to improving the customer experience and according to customers it begins with friendly employees.
According to the survey, consumers want:
- Friendly employees or customer service representatives (73 percent) (refer to Customer Experience with Bank Teller Transactions: Fast and Friendly Drives Customer Satisfaction for more insight into this topic).
- To easily find the information or help they need (55 percent).
- Personalized experiences (36 percent).
- Brands with a good reputation (33 percent).
After a poor customer experience, 26 percent posted a negative comment on a social networking site like Facebook or Twitter and when they did:
- 79 percent of those who shared their complaint online had their complaints ignored.
- Of the 21 percent who did get responses, more than half had a positive reaction to the same company about which they were previously complaining.
When asked how companies can better engage with consumers to spend more, respondents said:
- Improve the overall customer experience (54 percent).
- Make it easy to ask questions and access information before making a purchase (52 percent).
- Improve search functionality and overall web site usability (36 percent).
Other findings include:
- 58 percent of consumers noted that their expectations were not met because a company was unavailable; they didn’t pick up the phone or answer email.
- 89 percent of consumers began doing business with a competitor following a poor customer service experience.
- 51 percent said companies are impersonal; sometimes they can’t even get their name right.
- 56 percent said companies are slow to resolve issues.
- 57 percent said companies are clueless; it sometimes feels like the consumer knows more about the company than the customer service agent.
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