By The Editor
A global survey comparing consumer attitudes to customer service across major economies has scored Australia particularly poorly ? but it?s not all bad news for business, with the survey also proof of the rewards that flow to companies going the extra step.
The 2012 Global Customer Service Barometer, prepared for American Express, found 40 per cent of Australians felt businesses did not normally meet their customer service expectations. Only France recorded a higher dissatisfaction rating of the 11 countries profiled.
Thirty-six per cent of Australians declared there was now less attention on service, with 13 per cent saying they didn?t believe companies even cared about their custom ? again, this was the second highest rating of dissatisfaction, behind France.
The results of this survey are not all doom and gloom for business though. For those businesses that do provide excellent service, the rewards are clear. Nearly three quarters of Australians confirmed they?ve spent more with a business because of their history of quality customer service, and 71 per cent would be willing to spend more on excellent service.
The premium for good customer service is tangible, as is the punishment for poor service. Sixty-four per cent of Australians would always tell someone else about a poor service experience, and 65 per cent have not made an intended purchase because of bad service.
?(Australians) are less likely to call it out in the moment but are more likely to walk out and tell friends about their terrible experience and with social media much more prevalent, we see a lot more things on Facebook and different sites,? said American Express Australia?s Lisa Vehrenkamp.
The survey shows how a customer service experience can totally define a customer?s perception of a business, and of businesses in general. Australians are prepared to pull the pin on a purchase if they don?t get the service they desire, but will reward those businesses with good service, even if they have to pay a little more ? the best evidence yet of the reward for investing in customer service.
VECCI runs a one day Exceptional Customer Service course for businesses wishing to maximise customer service and loyalty. Visit our website for further information.
Source: http://blog.vecci.org.au/2012/07/12/customer-service-expectations-and-the-opportunity-for-business/
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