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People opinionated about customer service |
Dec. 27, 2011 - When consumers have a positive customer service
experience, they are more likely than ever before to share their
opinions, especially via social media, through online
review sites, and with the company itself.
A recent Spherion Staffing Services survey shows that when consumers
have a good customer service experience, 47 per cent are likely to tell a
company representative; 17 per cent will express their opinions via
social media; and 15 per cent will write a review. The same survey from
2010 showed that only 40 per cent of consumers were likely to share a
great experience with a company representative—proving that consumers
are becoming more vocal with companies they interact with. If consumers
have a poor experience, 36 per cent are willing to write a complaint
directly to the company, and one in four will express their opinions on
social media. Nineteen per cent, the same statistic as last year, will
choose to write a review online.
In addition, about one in 10 people are even willing to reach out to the
media about their experiences. If they’re unhappy, nine per cent will
contact the media to report it, up one per cent from last year. Those
who have great experiences are less likely to make news, with five per
cent calling for media attention, also up one per cent from last year.
“Because of the extreme connectivity that the growth of social media has
spurred between consumers and companies, people are more willing than
ever to speak up about the way they feel about a particular brand,” says
Sandy Mazur, Spherion’s senior vice president of the franchise and
licensee division. “So many companies have cut corners in this economy
when it comes to customer service, but the impact of those decisions is
greater than ever as people decide to speak up about who treats them
well… and who doesn’t.”
Most consumers also feel that companies could stand to improve their
customer service skills. When asked what percentage of their experiences
was good over the last several months, 41 per cent of people had good
experiences less than 60 per cent of the time. Only 26 per cent had
positive experiences 80 per cent of the time or more, a statistic that
fell from 32 per cent last year.
“People expect more pleasant, personalized interactions with companies,
and they want to feel positive about the way they are treated. They’re
more careful than ever about where they spend their money, which means
that in a competitive market, customer service is more important than
ever,” says Mazur.
Consumers are also remaining loyal to the businesses that treat them
well. Ninety-seven per cent said a great experience makes them more
likely to buy more of a product or repeat a service, similar to last
year’s 98.6 per cent. However, once their trust is lost, it’s hard to
earn back. Twenty-two per cent want a simple apology, 10 per cent want a
complete refund, and eight per cent would want incentives or coupons.
Forty-six per cent, however, said that it would take all three, which
means earning repeat business after a bad experience is costly and time
consuming. Fifteen per cent said absolutely nothing would amend their
bad experience.
Consumers who have had poor experiences also tend to talk with friends
about it, and their friends listen. Half (49 per cent) of consumers are
“very unlikely” to do with business with a company based on a bad
recommendation from someone they trust. If someone has a great
recommendation, though, 61 per cent are equally as likely to choose that
company in the future.
“Taking emphasis off customer service may seem like a good idea for the
bottom line when budgets get tight, but in the long run, it’s infinitely
more expensive to get people to trust you again,” says Mazur. “There is
also always the possibility that nothing you do will bring customers
back, which makes customer service one of the most important investments
a company can make.”
Communication was the most important service quality, with 85 per cent
rating it as important. Courteous and well-mannered treatment was a
close second at 84 per cent, followed by the ability to resolve issues
quickly at 83 per cent.
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