Annual Customer Experience Survey Exposes Impact of Service on Loyalty and
Revenue
ATLANTA, Jan. 31, 2011-ClickFox, the pioneering leader in experience
analytics, today announced the company’s findings from its second annual
Consumer Tipping Points survey. The results highlight what customer service
issues frustrated consumers most in 2011 and how they responded to negative
experiences.
Twenty-seven percent of respondents indicated they are most frustrated by
interactions with telecommunication and wireless companies, followed by
cable companies at 20 percent. This is a shift from 2010, where consumers
indicated they were most frustrated by interactions with cable companies (25
percent), followed by telecommunication companies (10 percent).
Consumers value efficiency
Even as consumers are presented with new options for interacting with
companies, such as social media or mobile applications, the basic tenets of
customer service E efficiency, effort and courtesy remain essential.
. Forty-two percent of consumers are most frustrated when they have to speak
with multiple customer service representatives and start over every time.
. Ten percent are most frustrated by being kept on hold for long periods of
time, dealing with rude or inexperienced representatives or service
technicians (9 percent) and not getting what they need on the first try (7
percent).
Unhappy customers have a ripple effect on organizations
Sixty-eight percent of respondents would tell family and friends about a
negative customer service experience or post comments via social media,
while only 27 percent will tell the company directly through a satisfaction
survey, demonstrating that companies aren’t getting a true picture of
dissatisfaction. This word of mouth can infect a business; more than 60
percent of consumers are influenced or very influenced by other consumers’
comments about companies, according to ClickFox’s 2011 Social Media for
Customer Service Survey.
Poor customer service directly impacts the bottom line
Forty percent of consumers would cease doing business with a company after a
poor customer service experience. Even more concerning, more than 80 percent
of customers who reached their breaking point after a bad customer service
experience indicated that they were established customers. Conversely,
exceptional customer service drives greater revenue; 15 percent of consumers
said they would purchase additional products and services when they receive
exceptional service.
“It’s imperative for companies to listen to their customers and take action
to improve the overall customer experience,” said Marco Pacelli, CEO of
ClickFox. “Highly saturated, commoditized industries such as
telecommunications need to shift their focus from acquiring new customers
and fight to keep the ones they have.”
About the survey
Between Nov. 22 and Dec. 15, 443 consumers participated in a 10-question
survey to provide insight into trends about customer service frustrations
and consumer reactions. The full survey report is available for download at
http://web.clickfox.com/2011SurveyResults-CustomerTippingPoint.html.
About ClickFox
ClickFox is the defining leader of a new breed of experience analytics
software and solutions, analyzing behavior for more than 400 million
consumer accounts across every channel available to consumers today.
Transcending a limited single channel view, ClickFox patented behavioral
analysis engine provides a visually intuitive mapping of all customer
interactions-from IVR, retail, Web, and email to agent CRM desktops,
handheld devices, and interactive kiosks-delivering unparalleled visibility
to uncover hidden connections and reveal bottom-line customer insights.
Deployed by some of the nation’s largest telcos, financial institutions,
among other Fortune 500 enterprises, ClickFox has a proven track record of
helping world-class service providers dramatically boost operational
efficiency and profitability.
Additional ClickFox information is available at http://www.clickfox.com and
on the ClickFox Customer Experience Analytics Blog at
http://www.clickfox.com/blog. Join the team on Twitter, Facebook and
LinkedIn.
