Most customers (86%) will stop doing business with a company because of a bad customer service experience, according to an infographic by ClickSoftware.
Even during difficult economic times, the power of a positive customer experience remains paramount – so much so that 60% of customers will often pay more for a better experience.
So what do customers expect? According to the infographic, customers expect immediate service via social media, live chats on websites, automated responses/information gathering while waiting for a human, and information retention from visits. As far as self service goes, customers expect kiosks, automated response/retention, and “Brand in Hand” – direct customer service apps on mobile devices.
Happy customers who have their issues resolved tell between 4-6 people about their experience. Meanwhile, a dissatisfied customer will tell between 9-15 people about their experience – about 13% of dissatisfied customers tell more than 20 people about their poor experience. To illustrate how much of an impact a negative customer service experience has, the infographic shows that it takes 12 positive service experiences to make up for one negative one. What’s more, for every customer service complaint, there are 26 other customers who remain silent.
Customer churn is caused by customer feelings of poor treatment 68% of the time – 81% of companies that consistently deliver an exceptional customer experience outperform their competition.
The importance of customer service has never been greater than it is today. Companies are making an effort to listen to more customer feedback, according to the infographic, seeking a link among offering a high-quality customer experience, loyalty, and long-term financial success.
Here are some more interesting takeaways from the infographic:
Attracting a new customer costs five times as much as keeping an existing one
90% of North American firms view customer experience as important or critical
80% of those firms would like to use customer experience as a form of differentiation
Out of best-in-class companies, 91% provide customers the ability to track issues over the web; 57% measure support center success across email, chat, web, and voice; 62% use Integrated Voice Response (IVR)
70% of customer experience management best-in-class adopters use customer feedback to make strategic decisions – compared to 50% of industry-average organizations, and 29% of laggards.