Customer service is a dangerous thing to undervalue. As competitive advantages such as price and location are becoming less relevant, providing excellent customer service and a seamless customer experience are becoming more important. Particularly in today’s era where one bad customer experience can spread across an online community, tarnishing your brand identity in a matter of minutes. A company must remember the importance of every customer interaction, both positive and negative, in order to keep the company’s image intact.
To ensure optimal customer service, it is paramount for a company to understand what is expected of them from consumers, and what constitutes as bad customer service. According to a recent American study, 75% of customers believe it takes too long to reach a customer service representative. On average consumers will wait 11 minutes on hold before hanging up, with these times reduced to 5 minutes for online customer service. Poor customer service can be very damaging to the business as 50% of people will scrap a planned purchase or transaction because of bad service, while 51% of customers said they will never do business with a company again after one negative customer experience. As a result $62 billion is lost annually by companies, due to bad customer service.
To make matters worse, this negative customer experience can have a detrimental effect on brand identity. With the rise of social media in the past few years, today’s world is more connected than ever before. Social media outlets provide consumers with a platform to voice their complaints to an increasingly connected online community. The same study shows that the average person will tell 15 people about a poor service experience, versus the 11 people they’ll tell about a good experience. Therefore it is crucial for companies to recognise the influence social media has and the negative effect poor customer service can have on brand identity.
The study in addition demonstrates how consumers on average are willing to spend 17% more to do business with companies that offer great excellent service, with Millennials willing to spend 21% more. All these statistics combined show how brand and customer service are more intertwined than ever and companies must be very diligent in how they deliver customer service. Excellent customer service provides the following benefits to a company’s brand identity:
Call Pageboy Contact Centre understands the importance of providing high quality customer service. We offer a range of customer support services to help businesses in their goal of providing a seamless, hassle free customer experience journey. If you would like to know more about the services that we offer, and how we can help your business, get in contact with us today.