According to a new ClickFox brand loyalty survey, the old saying that “you never get a second chance to make a good first impression” has never been truer. Fifty-six percent (56%) of consumers in the April 2013 survey say that their first purchase or first customer service interaction with a brand is the deciding factor in long-term brand loyalty.
Although the research does indicate that messaging and advertising are factors in influencing brand loyalty, it’s the service experience and brand quality that matter most. Forty-eight percent (48%) say that poor customer service is the biggest deterrent to brand loyalty, while a problem with quality is the brand loyalty deterrent for 35%. In addition, the ClickFox survey revealed that consumers are increasingly more selective in where their loyalties lie, with the majority saying they are only loyal to about three brands despite engaging with many on a regular basis.
What truly turns consumers off when it comes to a brand’s customer service? “… Lingering sentiment often centers on service teams having inaccurate or incomplete data regarding a consumer’s experience with a brand, leading to customer frustration as they repeat their inquiry to multiple agents,” says ClickFox CEO Marco Pacelli. “While the first brand experience may be the tipping point for customer loyalty, businesses need to better analyze trends in negative service inquiries to fully capture the hearts, minds, and wallets of consumers.”
Which brands top the list in terms of customer loyalty for 2013? Survey says… (1) Apple, (2) Starbucks, (3) Google, (4) Microsoft and (5) Amazon.
Click here to read the full press release for the new survey.
