Customer Service - This Shouldn't Surprise You - Bark Communications

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  • Posted by Andrew VanderPloeg

    Following is a mini-article I read on The Globe and Mail website but it was buried in a digest of other stories so I opted to copy it here:

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    Customer service counts

    Eighty-five per cent of Canadians say they have not completed a business transaction or intended purchase because of bad customer service, according to results from American Express Canada's annual Global Customer Service Barometer.

    Nearly seven in 10 (69 per cent) of consumers will spend more with a company, on average 12 per cent, that they believe provides excellent customer service, according to the survey of 1,060 Canadian consumers.

    And they'll equally punish bad service: along with the more than five in six who will turn away from a bad customer-service transaction, 49 per cent say a bad service experience has the most effect on their impression of a brand -- more than the 40 per cent who say it can make a good impression. Nine in 10 said that their experience with customer service has an effect either way on their impression of a brand, and more than half would be willing to try a new brand or company to get better service.

    A quarter are willing to drive a longer distance and 20 per cent are willing to sacrifice convenience to find great service.

    More consumers -- 64 per cent -- are likely to talk to friends about a bad experience than the 52 per cent likely to talk about a good one. And word will spread to more people: an average of 16 friends will hear about bad service versus nine that will hear about good, according to the annual survey conducted in 10 countries.

    How can companies respond: Eighty-nine per cent of respondents said they want to resolve customer service issues by speaking with a "real person" on the phone and 80 per cent want face to face. Thirty-eight per cent are interested in online chat or instant messaging, 20 per cent in social networking and 17 per cent in text messaging, all of the online options up from a year ago.