Oracle released a white paper on Why Customer Satisfaction is No Longer Good Enough. The results of the survey are below:
70% of shoppers have stopped buying goods or services from a company after experiencing poor customer service.
64% have made future purchases from a company’s competitors after experiencing poor customer service82% describe the customer service process as being a lot of effort92% of customers feel a poor service experience decreases their loyalty
The absolute kicker in the survey is:
81% of consumers are prepared to pay more for better customer service
So, what does that mean for us marketers? Why does this seem at all surprising? Hasn't it always been known that consumers aren't stupid, they want high quality products with high quality service. One thing I think is important for all businesses to understand, is that customer service isn't reactionary. It isn't a defense mechanism that is set in place when there is a problem. Customer service needs to be ingrained in all that we do...marketers, brand strategists, small businesses alike.
Remember my post last year on Customer Experience Rules? Customers have the ability to make or break your business. You can never forget that...so start while you still can. If you don't believe me, check out Colin Cowie and his recent webisode on providing customer service. I heard him speak at BizBash's Ideafest a couple of years ago and he is an expert at providing service from the get-go.
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