{"id":690245,"date":"2017-06-13T09:53:23","date_gmt":"2017-06-13T16:53:23","guid":{"rendered":"http:\/\/customerthink.com\/?p=690245"},"modified":"2017-06-13T09:53:23","modified_gmt":"2017-06-13T16:53:23","slug":"96-of-customers-could-be-at-risk-of-defecting-if-you-dont-deliver-an-outstanding-customer-experience","status":"publish","type":"post","link":"https:\/\/customerthink.com\/96-of-customers-could-be-at-risk-of-defecting-if-you-dont-deliver-an-outstanding-customer-experience\/","title":{"rendered":"96% of customers could be at risk of defecting, if you don\u2019t deliver an outstanding Customer Experience"},"content":{"rendered":"
According to new research from\u00a0first direct,\u00a0only 4% of customers say they would not be deterred by a bad customer experience. Of the 96% who would be deterred, 33% say that they would never interact with a brand or business again.<\/p>\n
Excellent customer service, which is a key driver of an exceptional customer experience, is now a given or a basic expectation for 84% of customers. So, good is definitely not good enough and anything less than excellent will lead to the erosion of brand\u2019s relationships with their customers. <\/p>\n
What\u2019s more, 76% said that excellent customer experience is the main factor that impact their trust in businesses that they engage with.<\/p>\n
Good customer service needs to be immediate and responsive<\/strong> Run before you can walk with Customer Experience<\/strong> Data source of customer service study: first direct puts new findings to the test<\/strong>
\nWith technology now providing consumers with instant gratification, respondents to the first direct survey revealed the fundamental factor of good customer service is \u2018a quick response\u2019 (69% ranked as important). Interestingly, consumers admit it\u2019s not all about a quick\u00a0resolution\u00a0to an issue (66%), but simply acknowledging the problem in hand and communicating transparently throughout (42%).
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\nWith a direct and transparent route to a brand, over one in three consumers aged 18-34 (37%) say they use social media for customer service queries in the UK, with 30% relying on it as their first port of call, preferring it to phone, online chat or face-to-face interaction. These figures are lower than those published in the 2016 Microsoft State of Global Customer Service report where 52% of millennial consumers globally had actively used social media to ask customer service questions; which begs the question Is the UK lagging others in its uptake of social media as a route for customer service?<\/p>\n
\nThe things that are of most importance to customers are not rocket science. So, whilst it is important to work on transforming the experience so that it is more memorable and develops an emotional connection with customers; more importantly it is the fundamentals that need to be in place. Optimising the existing experience based around what customers value most in a human way will prevent those customers from thinking about defecting. <\/p>\n
\nStudy conducted by Onepoll on behalf of\u00a0first direct\u00a0with 2,000 respondents across the UK.<\/p>\n
\nWhat would happen if your favourite coffee shop started acting like a bank? With an automated order system producing your caffeine fix based on assumptions, there would be no chance of a tall, soya milk cappuccino with sugar free vanilla syrup and an extra shot of Guatemalan espresso!
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\nWell, that\u2019s exactly what happened when\u00a0first direct\u00a0rigged a quirky East London burger van with hidden cameras and gave hungry workers the worst service of their life. Here\u2019s what happened\u2026<\/p>\n