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Customer service quite important… December 6, 2011

Posted by reto wettach in service design, theory.

American Expressed published the “2011 Global Customer Service Barometer” done with ECHO Research, a specialist in “reputation analysis and stakeholder research”.

Even though most conclusions are predictable as e.g. “Poor service leads to lost sales” (slide 14), there are some interesting and encouraging findings for service designers:

The most important message is that there is still room for improvement: Businesses may be meeting, but not exceeding consumers’ expectations for customer service” (slide 4). In Germany acutally only 2% say that in general, customer service experiences “exceeded your expectations”.

Good news: Consumers will spend more with companies that provide excellent service (slide 7):

(image source)

In India they are even willing to spend 22% more – well, not really a surprise if you know what service looks like in India… 😉
And actually, people have spent more with a company because of a history of positive customer service experiences – in Germany (if the participants did not lie) even 59%!

At IxDS we recently did a experience design project for a call center and therefore the following finding ist quite interesting: “Most consumers want to resolve their issues by speaking to a real person, either on the phone or face to face” (slide 10). For Gemany 80% want to speak to a ‘real’ person on the phone, which I completely agree with!

Another interesting finding is that across all markets, with the exception of Germany (37%), at least half of consumers admit to having lost their temper with a customer service representative (slide 20). It is a tough job to be a representative in a call center – or we just need to improve the customer experience, first with the product and then with the support!

(The research has been conducted in 10 countries with over 1000 participants per country)



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