American Express Global Customer Service Barometer
(Dive Travel Business News - July 10, 2010) -- In the recently published American Express Global Customer Service Barometer, a majority of survey respondents report that quality customer service is more important to them in today's tough economic environment (61 %). They also say they will spend an average of 9 % more when they believe a company provides excellent service.
The new American Express report indicates that customers want and expect superior service but companies haven't done enough to improve their approach to service in this economy. Highlights of the survey include:
• Nine out of ten Americans (91 %) consider the level of customer service important when deciding to do business with a company.
• Only a little more than a third of Americans (37 %) believe that companies have increased their focus on providing quality service. About one quarter (27%) feel businesses have not changed their attitude toward customer service. Another 28% say that companies are now paying less attention to good service.
• Almost half (48%) feel companies are helpful but don't do anything extra to keep their business. Only one-quarter (24 %) believe companies value their business and will go the extra mile to keep it while 20% feel they are being taken for granted.
The report indicates customers are helping to do 'free' marketing for companies who put a high value on customer service - by spreading the word willingly and widely when they experience good service.
Contrary to conventional wisdom, according to the survey results, customers are more inclined to talk about a positive experience than complain about a negative one. Three-quarters (75 %) are very likely to speak positively about a company after a good service experience in contrast with 59 % who are very likely to speak negatively about a company after poor service.
The report suggests substantial growth opportunities for businesses that view customer service as an investment, not a cost, and make it a top priority to get customer service right.
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