Quality customer service is more important to a majority of Americans in today’s economy; in fact, a majority of Americans will spend an average of 9% more with companies that provide excellent service – according to the new American Express Global Customer Service Barometer.
Yet many Americans feel businesses aren’t quite getting the message. A majority of Americans feel companies either haven’t changed their attitude toward customer service or are paying even less attention. Just 37% believe companies have increased their focus on providing quality service in the current economy.
Other surprising findings from the study include:
• Good News Travels Fast(er): Contrary to conventional wisdom, consumers are more inclined to talk up good experiences (75%) than they are to complain about bad ones (59%).
• Online the Rules Change: While a customer’s personal experience with a company is most important, consumers become more skeptical online. They put greater credence in negative reviews on blogs and social networking sites (57%) than in positive ones (48%) – highlighting the power of the Internet to influence opinions.
• Going the Distance? A quarter of Americans (24%) believe companies are going the extra mile to keep their business, but many are looking for more – 21% believe companies take their business for granted. Almost half (48%) say companies are helpful but don’t do anything extra.
American Express also surveyed consumers in 11 other countries around the world and found that, among other things, consumers globally were willing to spend more with companies that offer excellent service – topped by India at 11% and Japan at 10% more.
Below are the highlights from the survey.
Yet many Americans feel businesses aren’t quite getting the message. A majority of Americans feel companies either haven’t changed their attitude toward customer service or are paying even less attention. Just 37% believe companies have increased their focus on providing quality service in the current economy.
Other surprising findings from the study include:
• Good News Travels Fast(er): Contrary to conventional wisdom, consumers are more inclined to talk up good experiences (75%) than they are to complain about bad ones (59%).
• Online the Rules Change: While a customer’s personal experience with a company is most important, consumers become more skeptical online. They put greater credence in negative reviews on blogs and social networking sites (57%) than in positive ones (48%) – highlighting the power of the Internet to influence opinions.
• Going the Distance? A quarter of Americans (24%) believe companies are going the extra mile to keep their business, but many are looking for more – 21% believe companies take their business for granted. Almost half (48%) say companies are helpful but don’t do anything extra.
American Express also surveyed consumers in 11 other countries around the world and found that, among other things, consumers globally were willing to spend more with companies that offer excellent service – topped by India at 11% and Japan at 10% more.
Below are the highlights from the survey.
Americans Will Spend 9% More With Companies That Provide Excellent Service
-- But Two-Thirds Feel Companies Aren’t Doing Enough to Earn Their Business --
-- Service Is Even More Important in Tough Economic Times --
-- But Two-Thirds Feel Companies Aren’t Doing Enough to Earn Their Business --
-- Service Is Even More Important in Tough Economic Times --
A majority of Americans report that quality customer service is more important to them in today’s economic environment (61%) and will spend an average of 9% more when they believe a company provides excellent service. However, in a challenging economy where growth is harder to achieve, many businesses are missing out on this opportunity. Although only a little more than a third of Americans (37%) believe that companies have increased their focus on providing quality service:
• 27% feel businesses have not changed their attitude toward customer service.
• 28% say that companies are now paying less attention to good service.
These findings were released in the American Express Global Customer Service Barometer, a survey conducted in the U.S. and eleven other countries exploring attitudes and preferences toward customer service.
“Customers want and expect superior service,” said Jim Bush, Executive Vice President, World Service. “Especially in this tight economic environment, consumers are focused on getting good value for their money. Many consumers say companies haven’t done enough to improve their approach to service in this economy, and yet it’s clear they’re willing to spend more with those that deliver excellent service – suggesting substantial growth opportunities for businesses that get customer service right. It’s important to see customer service as an investment, not a cost.”
Almost All Agree Service is Important, but One in Five Feel They’re Taken for Granted
• 27% feel businesses have not changed their attitude toward customer service.
• 28% say that companies are now paying less attention to good service.
These findings were released in the American Express Global Customer Service Barometer, a survey conducted in the U.S. and eleven other countries exploring attitudes and preferences toward customer service.
“Customers want and expect superior service,” said Jim Bush, Executive Vice President, World Service. “Especially in this tight economic environment, consumers are focused on getting good value for their money. Many consumers say companies haven’t done enough to improve their approach to service in this economy, and yet it’s clear they’re willing to spend more with those that deliver excellent service – suggesting substantial growth opportunities for businesses that get customer service right. It’s important to see customer service as an investment, not a cost.”
Almost All Agree Service is Important, but One in Five Feel They’re Taken for Granted
Not surprisingly, nine in ten Americans (91%) consider the level of customer service important when deciding to do business with a company. But only one-quarter (24%) believe companies value their business and will go the extra mile to keep it. Most feel businesses can do more to retain their loyalty:
• 48% feel companies are helpful but don’t do anything extra to keep their business.
• Worse, 21% believe that companies take their business for granted.
Good News Travels Fast – Until You Go Online
Importantly, customers are spreading the word willingly and widely when they experience good service. In fact, contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75%) are very likely to speak positively about a company after a good service experience in contrast with 59% who are very likely to speak negatively about a company after poor service.
Good service experiences also carry more weight than bad ones when Americans make future spending decisions. Consumers are far more likely to give a company repeat business after a good service experience (81%) than they are to never do business with a company again after a poor experience (52%).
In fact, consumers say the three most influential factors when deciding which companies they do business with include personal experience (98%), a company’s reputation or brand (92%), and recommendations from friends and family (88%).
Nearly half (48%) of consumers report always or often using an online posting or blog to get others’ opinions about a company’s customer service reputation. But when consumers go online they’re looking for “watch outs,” saying they put greater credence in negative reviews on blogs and social networking sites than on positive ones (57% and 48%, respectively).
“The Internet has made service quality more transparent than ever before,” Mr. Bush said. “In the online space, positive recommendations are important, but people often give more weight to the negative. Because consumers can broadcast their views so widely online, each and every service interaction a company has with its customers becomes even more crucial. Developing relationships with customers, listening to them, anticipating their needs, and resolving any issues quickly and courteously can help make the difference.”
Two Strikes and You’re Out. Or Is It One?
A negative service experience is an important factor for most Americans: 81% have decided never to do business with a company again because of poor customer service in the past. When asked how many poor experiences they allow, half of all Americans (50%) reported it takes two poor service experiences before they stop doing business with a company.
Importantly, consumers are far more forgiving if a company has earned their trust over time. Almost nine-in-ten consumers (86%) report they’re willing to give a company a second chance after a bad experience if they’ve historically experienced great customer service with that company.
But companies who get it wrong should realize it’s at a cost.
• Half of consumers (52%) expect something in return after a poor customer service experience, beyond resolving the problem.
• Most consumers (70%) want an apology or some form of reimbursement.
Service Leaders Recognize the Value
Companies with reputations for great customer service take different approaches, however they share the common understanding that investing in service truly pays off.
"While customers appreciate the plush surroundings of our five-star hotels, we know that luxurious touches don't matter to guests unless the service surpasses the setting," said Simon Cooper, president, The Ritz-Carlton Hotel Company LLC. "Trends may change, but a focus on service excellence is timeless."
"What many people refer to as ‘great service’, we call hospitality,” says Susan Reilly Salgado, managing director of Danny Meyer's learning business, Hospitality Quotient. “Service is all about the technical delivery of the product, while hospitality is about how guests feel during that transaction. Hospitality happens when guests believe you are on their side. For people to rave about their experience and become repeat customers, you need to have both - but what surprises customers and makes them feel genuinely cared for is the hospitality. And that’s the reason people love to talk about those fantastic experiences – because they surpass expectations."
“By focusing on our company culture, we've been fortunate to hire great people where providing great service is in their DNA. We always have been and continue to grow through word of mouth. If you treat the customer how they should be treated and form personal connections with them, they'll want to tell others about it,” said Aaron Magness, senior director, brand marketing and business development, Zappos.com.
Service is Valued Everywhere, but Views Vary Globally
In most countries where the highest percentage of consumers feel that service is more important today, there is a corresponding belief that companies have increased their focus on providing good customer service:
• 65% of Indian, 49% of Japanese and 47% of Mexican consumers agree with this statement.
However, some consumers are not feeling the love. In Australia (71%), Germany (66%), and Canada and Italy (65% each), consumers say they feel companies haven’t increased their focus on service or are paying less attention to it.
This can spell trouble and lost opportunity for companies, given that consumers around the world consistently express a willingness to spend more with companies that provide excellent service:
About the American Express Global Customer Service Barometer
The American Express Global Customer Service Barometer research was completed online among a random sample of 1,000 U.S. consumers aged 18+. Interviewing was conducted by Echo Research between April 13 and April 20, 2010. Overall, the results have a margin of error of +/- 3.1% at the 95 percent level of confidence. The same survey methodology was used in Canada, Mexico, France, Germany, Italy, the U.K., Spain, the Netherlands, Australia, India and Japan.
• 48% feel companies are helpful but don’t do anything extra to keep their business.
• Worse, 21% believe that companies take their business for granted.
Good News Travels Fast – Until You Go Online
Importantly, customers are spreading the word willingly and widely when they experience good service. In fact, contrary to conventional wisdom, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75%) are very likely to speak positively about a company after a good service experience in contrast with 59% who are very likely to speak negatively about a company after poor service.
Good service experiences also carry more weight than bad ones when Americans make future spending decisions. Consumers are far more likely to give a company repeat business after a good service experience (81%) than they are to never do business with a company again after a poor experience (52%).
In fact, consumers say the three most influential factors when deciding which companies they do business with include personal experience (98%), a company’s reputation or brand (92%), and recommendations from friends and family (88%).
Nearly half (48%) of consumers report always or often using an online posting or blog to get others’ opinions about a company’s customer service reputation. But when consumers go online they’re looking for “watch outs,” saying they put greater credence in negative reviews on blogs and social networking sites than on positive ones (57% and 48%, respectively).
“The Internet has made service quality more transparent than ever before,” Mr. Bush said. “In the online space, positive recommendations are important, but people often give more weight to the negative. Because consumers can broadcast their views so widely online, each and every service interaction a company has with its customers becomes even more crucial. Developing relationships with customers, listening to them, anticipating their needs, and resolving any issues quickly and courteously can help make the difference.”
Two Strikes and You’re Out. Or Is It One?
A negative service experience is an important factor for most Americans: 81% have decided never to do business with a company again because of poor customer service in the past. When asked how many poor experiences they allow, half of all Americans (50%) reported it takes two poor service experiences before they stop doing business with a company.
Importantly, consumers are far more forgiving if a company has earned their trust over time. Almost nine-in-ten consumers (86%) report they’re willing to give a company a second chance after a bad experience if they’ve historically experienced great customer service with that company.
But companies who get it wrong should realize it’s at a cost.
• Half of consumers (52%) expect something in return after a poor customer service experience, beyond resolving the problem.
• Most consumers (70%) want an apology or some form of reimbursement.
Service Leaders Recognize the Value
Companies with reputations for great customer service take different approaches, however they share the common understanding that investing in service truly pays off.
"While customers appreciate the plush surroundings of our five-star hotels, we know that luxurious touches don't matter to guests unless the service surpasses the setting," said Simon Cooper, president, The Ritz-Carlton Hotel Company LLC. "Trends may change, but a focus on service excellence is timeless."
"What many people refer to as ‘great service’, we call hospitality,” says Susan Reilly Salgado, managing director of Danny Meyer's learning business, Hospitality Quotient. “Service is all about the technical delivery of the product, while hospitality is about how guests feel during that transaction. Hospitality happens when guests believe you are on their side. For people to rave about their experience and become repeat customers, you need to have both - but what surprises customers and makes them feel genuinely cared for is the hospitality. And that’s the reason people love to talk about those fantastic experiences – because they surpass expectations."
“By focusing on our company culture, we've been fortunate to hire great people where providing great service is in their DNA. We always have been and continue to grow through word of mouth. If you treat the customer how they should be treated and form personal connections with them, they'll want to tell others about it,” said Aaron Magness, senior director, brand marketing and business development, Zappos.com.
Service is Valued Everywhere, but Views Vary Globally
In most countries where the highest percentage of consumers feel that service is more important today, there is a corresponding belief that companies have increased their focus on providing good customer service:
• 65% of Indian, 49% of Japanese and 47% of Mexican consumers agree with this statement.
However, some consumers are not feeling the love. In Australia (71%), Germany (66%), and Canada and Italy (65% each), consumers say they feel companies haven’t increased their focus on service or are paying less attention to it.
This can spell trouble and lost opportunity for companies, given that consumers around the world consistently express a willingness to spend more with companies that provide excellent service:
About the American Express Global Customer Service Barometer
The American Express Global Customer Service Barometer research was completed online among a random sample of 1,000 U.S. consumers aged 18+. Interviewing was conducted by Echo Research between April 13 and April 20, 2010. Overall, the results have a margin of error of +/- 3.1% at the 95 percent level of confidence. The same survey methodology was used in Canada, Mexico, France, Germany, Italy, the U.K., Spain, the Netherlands, Australia, India and Japan.
