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Bad customer experiences are a brand killer, says study

We all know that providing a great customer experience is important, but sometimes it’s hard to quantify just how important.  That’s why I was intrigued earlier this week when I came across the results of a study by Zendesk looking to discover the long-term impact of good customer service.

Stats on good/bad customer experiences

The overwhelming takeaway from the study results is not that you can’t survive without providing an outstanding customer experience – rather, it is that you will never survive if you provide a bad customer experience.  Check out the stats: 24 percent of people continue to seek out the same vendor for two years after good experiences – and that’s important.  But 39 percent of people will avoid a vendor for at least two years that provides a bad experience.  And that number jumps to nearly 80 percent for high-income households – likely to be a target of any product or service that does more than satisfy basic human needs.

But it’s not just the customers who personally have the bad experiences you have to worry about.  Those people are also 95 percent likely to share bad experiences with others, and more than half of those surveyed said they would share bad experiences with five or more other people.  With social media and online product reviews at their fingertips, customers can share their good or bad experience with more than just family, friends and acquaintances – they can share it with the world!  And they are sharing in increasing numbers, as 58 percent of respondents to the survey said they are more likely to share their customer experiences with others than they were just five years ago.

Don’t wait to build a better customer experience

Clearly this study shows that bad customer experiences can destroy your brand image for consumers. The time to create the best experience for customers is not after you’ve heard complaints or seen slipping revenues – it’s right now. But how can you do it?

Here are a few things to think about when creating your customer experience strategy from the perspective of the contact center, but I think these things hold true for retail and other customer service touchpoints:

1)      Hire the right people.  This might seem like common sense, but when call center customer service is viewed as a cost center, the quality of the representative isn’t always a priority – you get what you pay for.  Whether you do customer service in-house, work with a contact center company, or even just have a small business with a few people answering the phones and manning the desk, you have to have the right people talking to your customers.  They should be professionals who understand how to be courteous and empathize with your customers – and skilled enough to handle their issues on the first call or interaction.

2)      Train your customer service reps for success.  Even the best employees can’t succeed without the proper tools, and training is an important tool. As true brand ambassadors who know the ins and outs of your products and services so they can speak knowledgeably about them, helping to put the customer at ease while provide the information they need. Click here to read an article on how brand ambassadors boost customer service by InfoCision VP of Client Training Monica Ross.

3)      Know your customers.  Business intelligence technology allows us to track specific details about the buying history of our customers, so that we can craft messaging that makes sense for individuals rather than one mass marketing message for all.  Customers who feel like you know them are likely to feel more connected and be more loyal to your brand.  Click here to read a case study on how customizing offers can benefit your organization.

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