GLOBAL CUSTOMER SERVICE BAROMETER FINDINGS IN THE UNITED STATES This research was completed online among a random sample of consumers aged PDF document - DocSlides

GLOBAL CUSTOMER SERVICE BAROMETER FINDINGS IN THE UNITED STATES  This research was completed online among a random sample of consumers aged PDF document - DocSlides

2014-12-07 195K 195 0 0

Description

A total of 1000 interviews were completed Interviewing was conducted by Ebiquity between August 19 and September 2 2014 The overall results have a margin of error of 31 percentage points at the 95 level of confidence Research Methods brPage 3br RPS ID: 21624

Direct Link: Link:https://www.docslides.com/myesha-ticknor/global-customer-service-barometer Embed code:

Download this pdf

DownloadNote - The PPT/PDF document "GLOBAL CUSTOMER SERVICE BAROMETER FINDIN..." is the property of its rightful owner. Permission is granted to download and print the materials on this web site for personal, non-commercial use only, and to display it on your personal computer provided you do not modify the materials and that you retain all copyright notices contained in the materials. By downloading content from our website, you accept the terms of this agreement.

Presentations text content in GLOBAL CUSTOMER SERVICE BAROMETER FINDINGS IN THE UNITED STATES This research was completed online among a random sample of consumers aged


Page 1
2014 GLOBAL CUSTOMER SERVICE BAROMETER FINDINGS IN THE UNITED STATES
Page 2
This research was completed online among a random sample of consumers aged 18+. A total of 1,000 interviews were completed. Interviewing was conducted by Ebiquity between August 19 and September 2, 2014. The overall results have a margin of error of +/ 3.1 percentage points at the 95% level of confidence. Research Methods
Page 3
&RPSDQLHVVWLOOPHHWLQJFRQVXPHUVH[SHFWDWLRQVIRU customer service experiences 7% 26% 65% 6% 29% 61% 7% 31% 59% 5% 29% 62% 0% 10% 20% 30% 40% 50% 60% 70% Exceed your expectations Miss your expectations Meet your expectations 2014 2012 2011 2010 Just over six in ten (62%) believe that companies meet their customer service expectations (59%, 2012; 61%, 2011). Down from 7% in 2012 and 6% in 2011, only 5% of consumers said that the customer service experiences they have with companies XVXDOO\H[FHHGWKHLUH[SHFWDWLRQVDQG VDLGWKDWFRPSDQLHVXVXDOO\PLVVWKHLU H[SHFWDWLRQVIRUFXVWRPHUVHUYLFHGRZQIURP 31% in 2012 and the same as 29 % in 2011). IN GENERAL, WOULD YOU SAY THE CUSTOMER SERVICE (;3(5,(1&(6<28+$9(:,7+&203$1,(6868$//<" Q. 1 Not Shown: 4% or less Not Sure
Page 4
More consumers think businesses are paying less attention to providing good customer service 27% 37% 28% 34% 32% 26% 29% 32% 32% 26% 29% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Businesses' attitudes towards customer service have not changed Businesses have increased their focus on providing good customer service Businesses pay less attention to providing good customer service 2014 2012 2011 2010 Although expectations for customer service are being met, nearly two in five consumers believe that, in this current economy, EXVLQHVVHVSD\OHVV attention to providing JRRGFXVWRPHUVHUYLFHDVLJQLILFDQWLQFUHDVH over the past two years (38% vs. 32% in 2012, 26% in 2011). The percent of consumers who believe EXVLQHVVHVKDYHLQFUHDVHGWKHLUIRFXVRQ SURYLGLQJJRRGFXVWRPHUVHUYLFHKDV declined since last year (29% vs. 32% in 2012 and 2011). ,17+,6&855(17(&2120<'2<287+,1.7+$7" Q. 2 Significantly higher/lower than previous year at the 95% confidence level Not Shown: 8% or less Not Sure
Page 5
Motivation to pay more attention: consumers will spend more with companies that provide excellent service Three out of four (74%) consumers say they have spent more with a company because of a history of positive customer service experiences, similar to the past two years (75% in 2012; 73% in 2011 ). Over two thirds (68%) of consumers state that they are willing to spend more with a company they believe provides excellent customer service; slightly higher than 2012 (66%) and nearing the seven in ten (70%) reported in 2011. On average they are willing to spend 14% more, slightly more than in the past two years (13% in 2012 and 2011). Q.6/Q.7 Significantly higher/lower than previous year at the 95% confidence level. 17% 25% 5% 17% 36% 15% 15% 15% 21% 34% 17% 17% 15% 18% 33% 18% 14% 16% 24% 29% 0% 10% 20% 30% 40% 'RQWNQRZ Not willing to spend more 20% or more 10% more 5% more 57% 9% 58% 73% 13% 70% 75% 13% 66% 74% 14% 68% 0% 50% 100% Have spent more Average additional % willing to spend Willing to spend more (overall) 2014 2012 2011 2010 HOW MUCH MORE WOULD YOU BE WILLING TO SPEND WITH A COMPANY THAT YOU BELIEVE PROVIDES EXCELLENT CUSTOMER SERVICE?
Page 6
Providing excellent service also helps companies attract new customers %HKLQGSURYLGLQJJRRGYDOXHIRUWKHSULFH SURYLGLQJH[FHOOHQWFXVWRPHUVHUYLFHLV the second most important factor consumers consider when choosing a company with which to do business (20 %), followed closely by SURYLGLQJEHWWHUSURGXFWV &RQVXPHUVDUHOHDVWOLNHO\WRFRQVLGHUHDVHRI GRLQJEXVLQHVVRQOLQHOHDVWLPSRUWDQW when choosing a company with which to do business. RANK THE FOLLOWING IN TERMS OF WHICH ARE THE MOST IMPORTANT FACTORS WHEN YOU ARE CHOOSING A COMPANY WITH WHICH TO DO BUSINESS, WHERE 1 = MOST IMPORTANT AND 5 = LEAST IMPORTANT Q. 11 5% 6% 18% 20% 51% 14% 8% 29% 25% 24% 24% 14% 24% 25% 13% 32% 22% 19% 19% 7% 25% 50% 10% 11% 5% 0% 20% 40% 60% 80% 100% Convenience Easy to do business online Better products Excellent customer service Good value for the price Rank:
Page 7
Delivering on promised value will help companies H[FHHGFRQVXPHUVFXVWRPHUVHUYLFHH[SHFWDWLRQV 9% 19% 21% 22% 29% 0% 5% 10% 15% 20% 25% 30% 35% Make it easy for me to find information about their products & services Provide products & services that meet my needs as a customer Recognize me as an individual who deserves personalized service Make it easy for me to do business with them online and off Deliver to me the promised value at the right price The best way that a company can stand out and exceed U.S. consumer expectations for customer service is simple GHOLYHUSURPLVHG YDOXHDWWKHULJKWSULFH %). Consumers are also looking for ease in doing business both online and off (22%). They want personalized service (21%) and products/services that meet their individual needs (19%). WHICH ONE OF THE FOLLOWING IS THE BEST WAY THAT A COMPANY CAN STAND OUT AND EXCEED YOUR EXPECTATIONS FOR CUSTOMER SERVICE? Q. 3
Page 8
To consumers, excellent service means getting their questions answered by knowledgeable representatives 8% 21% 27% 45% 45% 78% 86% 7% 35% 41% 44% 35% 20% 13% 85% 44% 32% 11% 20% 2% 1% 0% 20% 40% 60% 80% 100% Try to sell you something Address you by your name Follow up with you on your experience Provide personalized service Thank you for being a customer Connnect you with someone who is knowledgeable Provide a satisfactory answer to your question Very Important Somewhat Important Not too/Not at all Important In order to provide consumers with an excellent customer service experience, UHSUHVHQWDWLYHVPXVWEHDEOHWRSURYLGHD VDWLVIDFWRU\DQVZHUWRWKHLUTXHVWLRQRU EHDEOHWRFRQQHFWWKHPZLWKVRPHRQHZKR LVNQRZOHGJHDEOH %). However, companies should not overlook providing personalized service (45%) and thanking customers for their business (45%). HOW IMPORTANT ARE EACH OF THE FOLLOWING IN PROVIDING YOU WITH AN EXCELLENT CUSTOMER SERVICE EXPERIENCE? Q. 5
Page 9
Successful customer service representatives are efficient and empowered to handle requests 7% 14% 17% 29% 33% 0% 5% 10% 15% 20% 25% 30% 35% Consultative - Gives me relevant information about my product or experience Human - Connects with me personally, shows empathy Courteous - Is polite and cordial in addressing me Empowered - Is able to handle my requests without transfers or escalations Efficient - Answers my questions or handles my transaction quickly According to consumers, the most important attribute of a successful customer service SURIHVVLRQDOLVHIILFLHQF\ the ability to answer questions or handle transactions quickly Consumers also find it important that a FXVWRPHUVHUYLFHSURIHVVLRQDOLVHPSRZHUHG to handle requests without transfers or HVFDODWLRQV %). WHICH ONE OF THE FOLLOWING IS THE MOST IMPORTANT ATTRIBUTE OF A SUCCESSFUL CUSTOMER SERVICE PROFESSIONAL? Q. 4
Page 10
Consumers tell more people about their bad customer service experiences than their good experiences 48% 48% 46% 46% 47% 47% 4% 4% 6% 2% 1% 1% 0% 20% 40% 60% 80% 100% 2011 2012 2014 All the time Sometimes Rarely Never More than nine in ten consumers talk about their good customer service experiences, at least some of the time (93%), ZKLOHWHOOVRPHRQHDERXWWKHPDOORIWKHWLPHVLPLODUWRWKHSDVWWZR\HDUVDOOWKHWLPHLQDQG When it comes to poor customer service experiences, nearly all ( 95%) consumers talk about them, with 60% reporting that they talk about these experiences all of the time. On average, consumers tell 8 people about their good experiences (15 in 2012; 9 in 2011), and over twice as many people about their bad experiences (21; 24 in 2012; 16 in 2011). HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR GOOD EXPERIENCE? Q.8/8a/9/9a Significantly higher/lower than previous year at the 95% confidence level. HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR POOR EXPERIENCE? 15 Avg # of people they tell 59% 56% 60% 35% 37% 35% 4% 5% 5% 2% 1% 0% 20% 40% 60% 80% 100% 2011 2012 2014 All the time Sometimes Rarely Never 24 16 Avg # of people they tell 21
Page 11
Consumers make use of various communication channels to talk about customer service experiences 6% 11% 12% 13% 14% 19% 54% 10% 23% 38% 33% 35% 28% 37% 14% 21% 22% 21% 19% 18% 5% 70% 45% 28% 33% 32% 35% 4% 0% 20% 40% 60% 80% 100% Blog Online chat / instant messaging Company website Consumer review websites (Yelp, etc.) Text message / SMS Social networking sites (Twitter, Facebook, etc.) Face-to-face All the time Sometimes Rarely Never Most frequently, consumers tell others about WKHLUFXVWRPHUVHUYLFHH[SHULHQFHVIDFH to IDFH (54%, all the time). They DOVRPDNHXVHRIFRPSDQ\ZHEVLWHV (50 % always/sometimes), text messaging (49%), social networks and consumer review sites (46%, each) . HOW OFTEN DO YOU USE EACH OF THE FOLLOWING CHANNELS OF COMMUNICATION TO TELL PEOPLE ABOUT YOUR CUSTOMER SERVICE EXPERIENCES? Q. 10
Page 12
Positive word of mouth is most likely to influence consumers to try a new company 2% 3% 5% 15% 34% 42% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% An engaging website An interesting advertisement An online or social media review A company's reputation A sale or promotion Recommendations from a friend or family member Companies should take note that recommendations from friends and family is most likely to get consumers to try doing business with a new company (42 %). Consumers report that positive word of mouth is even more important than a sale or promotion (34%). WHICH ONE OF THE FOLLOWING IS MOST LIKELY TO GET YOU TO TRY DOING BUSINESS WITH A NEW COMPANY? Q. 12
Page 13
IN THE PAST YEAR, HAVE YOU INTENDED TO CONDUCT A BUSINESS TRANSACTION OR MAKE A PURCHASE BUT DECIDED NOT TO BASED ON A POOR CUSTOMER SERVICE EXPERIENCE? Poor service can lead to lost sales Yes, 60% Yes, 55% No, 40% No, 45% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2014 2012 In the past year, six in ten (60%) consumers intended to conduct a business transaction or make a purchase, but decided not to due to a poor service experience a significant increase from 2012 (55 %). Q.N13 Q.18 Significantly higher/lower than previous year at the 95% confidence level.
Page 14
Consumers are generally willing to give companies a chance to make up for a bad service experience 37% 58% 4% 1% 0% 10% 20% 30% 40% 50% 60% 70% Immediately consider switching after initial poor customer service experience 2 - 3 instances of poor customer service 4 - 5 instances of poor customer service 6 or more instances of poor customer service While most consumers are willing to give a company at least one more chance after receiving poor service before they consider switching, over one third (37%) immediately consider switching after the initial poor customer service experience . HOW MANY INSTANCES OF POOR CUSTOMER SERVICE ARE YOU WILLING TO EXPERIENCE FROM A COMPANY BEFORE YOU WILL CONSIDER SWITCHING COMPANIES? Q. 19
Page 15
3% 4% 30% 4% 5% 46% 9% 3% 2% 24% 3% 4% 5% 48% 10% 0% 20% 40% 2014 2012 7% 7% 11% 9% 12% 16% 38% 5% 6% 9% 9% 9% 12% 14% 36% 0% 20% 40% Social networking site Text message Face to face Smartphone app* Online chat/instant messaging Telephone automated voice response system Speaking with a real person on the phone Company website or email &RQVXPHUVSUHIHUUHGFKDQQHOIRUFXVWRPHUVHUYLFH inquiries varies depending on the complexity of the inquiry For simple issues, they prefer going online, but for anything more complicated they want to talk to a real person. The desire to deal with customer service reps face to face for any type of inquiry has decreased significantly since 2012. For simple inquiries, such as locating a product or checking an account balance, over one third (36%) of consumers prefer using a company website or email. For a more complex inquiry, such as returning a product or getting assistance with a product issue, just under WZRRXWRIILYHFRQVXPHUVSUHIHUVSHDNLQJZLWKDUHDOSHUVRQRQWKHSKRQHIROORZHGE\DIDFHWRIDFHFRQYHUVDWLRQ (19 %, down significantly from 24% in 2012), and using a company website or email (17%). For even more difficult or complicated inquiries, almost half RIFRQVXPHUVSUHIHUVSHDNLQJZLWKDUHDOSHUVRQRQWKHSKRQHSUHIHUDIDFHWRIDFHLQWHUDFWLRQ down significantly from 30% in 2012), and only 10 % prefer a company website or email FOR EACH OF THE FOLLOWING TYPES OF CUSTOMER SERVICE INQUIRIES, WHICH IS YOUR PREFERRED CHANNEL FOR REACHING OUT TO COMPANIES? Q. 13a/b/c Significantly higher/lower than previous year at the 95% confidence level *Note: smartphone app not asked in 2012. A simple inquiry A more complex inquiry A difficult inquiry 3% 3% 24% 10% 6% 38% 15% 4% 3% 19% 3% 12% 5% 37% 17% 0% 20% 40%
Page 16
43% 33% 35% 50% 47% 46% 48% 34% 35% 36% 40% 46% 50% 53% 0% 20% 40% 60% Ask questions of other users about how to get better service Praise an individual for providing a great service experience Seek rec. from others about great service establishments Seek a response from a company to help you with a service issue Share information about your service experience with a broader audience Vent frustration with a bad customer service experience Praise a company for a great service experience 2014 2012 Social media is becoming a more common channel for consumers seeking a customer service response Over one in five (23%) consumers say they have utilized social media to get a customer service response, a significant increase from 17% in 2012. For those who have used social media for customer service, they have done so for a variety of reasons, including SUDLVLQJDFRPSDQ\IRUDJUHDWVHUYLFHH[SHULHQFHDQGYHQWLQJIUXVWUDWLRQZLWKDEDGFXVWRPHUVHUYLFH experience (50%). Compared to 2012, significantly fewer use social media to seek an actual response from a company to help them with a service issue (40% vs. 50% in 2012). IN THE PAST YEAR, HAVE YOU UTILIZED SOCIAL MEDIA TO GET A CUSTOMER SERVICE RESPONSE? Q.14/Q.15 Significantly higher/lower than previous year at the 95% confidence level Not Shown: 8% or less None of these WHICH OF THE FOLLOWING ARE REASONS YOU USE SOCIAL MEDIA WHEN IT COMES TO CUSTOMER SERVICE? Yes, 23% Yes, 17% No, 77% No, 83% 0% 20% 40% 60% 80% 100% 2014 2012
Page 17
Resolution of customer service issues via social media may be hit or miss, but consumers still see improvement One in five (21%) consumers who have used social media for customer service inquiries say they always get an answer or have their complaint resolved, significantly lower than 2012 (31%, always). Greater than one third (35%), however, say they rarely or never get an answer or have their complaint resolved up from 23% in 2012. Despite this spotty record, over half of consumers (55%) still feel companies have generally improved their response times over social media channels (down from 60% in 2012). WHEN YOU USE SOCIAL MEDIA TO COMPLAIN ABOUT A CUSTOMER SERVICE ISSUE, HOW OFTEN DO YOU FEEL YOU GET AN ANSWER OR YOUR COMPLAINT IS RESOLVED BY THE COMPANY? Q.16/Q.17 Significantly higher/lower than previous year at the 95% confidence level IN THE PAST YEAR, HAVE COMPANIES GENERALLY IMPROVED OR WORSENED IN TERMS OF HOW QUICKLY YOU FEEL THEY RESPOND TO YOU OVER SOCIAL MEDIA CHANNELS SURROUNDING A GENERAL INQUIRY OR COMPLAINT? 21% 44% 22% 13% 31% 45% 17% 6% 0% 10% 20% 30% 40% 50% Always Sometimes Rarely Never 2014 2012 55% 37% 8% 60% 33% 7% 0% 10% 20% 30% 40% 50% 60% 70% Improved Have not changed Worsened
Page 18
On average, consumers are willing to wait a maximum of 13 minutes on hold when they contact a customer service center by telephone (unchanged from 2012). Greater than one in five (22%) are willing to wait less than 5 minutes. In person, consumers are also willing to wait an average of 13 minutes for customer service help (up slightly from 12 minutes in 2012 ). WHEN YOU CONTACT A CUSTOMER SERVICE CENTER BY PHONE, WHAT IS THE MAXIMUM AMOUNT OF TIME YOU ARE WILLING TO WAIT ON HOLD? Q.20/21 WHAT IS THE MAXIMUM AMOUNT OF TIME YOU ARE WILLING TO WAIT FOR HELP FROM CUSTOMER SERVICE IN PERSON (EX., AT A BANK, RETAIL STORE, SERVICE PROVIDER OR RESTAURANT? 12% 21% 21% 28% 19% 12% 17% 22% 27% 22% 0% 10% 20% 30% 40% 30+ min 15 min >30 min 10 min >15 min 5 min >10 min Less than 5 min 2014 2012 Consumers are generally patient when it comes to their willingness to wait for customer service Average 2014 = 13 min 2012 = 13 min 8% 21% 23% 29% 19% 12% 20% 24% 28% 16% 0% 10% 20% 30% 40% 30+ min 15 min >30 min 10 min >15 min 5 min >10 min Less than 5 min Average 2014 = 13 min 2012 = 12 min
Page 19
JENNIFER CLARK T: +1 646 998 7248 F: +1 646 998 7277 E: jennifer.clark@ebiquity.com EBIQUITY US Office 156 Fifth Avenue, Suite 604 New York, NY 10010 Disclaimer This document is confidential to American Express Disclosure or circulation of this document, or any part of it, may only be made to American Express, its employees who need to have knowledge of this matter and to its nominated agency (if applicable) Unauthorized copying, disclosure or circulation of this document (by any company or individual) represents breach of copyright and confidentiality By accepting disclosure of this document you agree to these terms and to indemnify Ebiquity if you breach any of these terms

About DocSlides
DocSlides allows users to easily upload and share presentations, PDF documents, and images.Share your documents with the world , watch,share and upload any time you want. How can you benefit from using DocSlides? DocSlides consists documents from individuals and organizations on topics ranging from technology and business to travel, health, and education. Find and search for what interests you, and learn from people and more. You can also download DocSlides to read or reference later.