Comcast is currently in some hot water after a recording of one of its customer service calls leaked online. Customer service has always been considered important. But in the age of the internet, these interactions can very easily become public. So just how important is customer service? And what kind of impact can it have, both positive and negative?
In Ask Your Target Market’s latest survey, 74% of respondents said they consider customer service to be very important when choosing which companies to do business with. 20% said they consider customer service somewhat important. Just 4% consider customer service important to not be very important. And 2% consider it to not be important at all.
But just saying it’s important doesn’t paint the full picture. Can good customer service impact pricing? And can bad customer service lead to customer loss? 68% of respondents said that they would likely pay slightly more to do business with a company that has good customer service. And 41% said they would even pay much higher prices to do business with a company that has good customer service.
And what about the bad customer service? 56% of respondents said they would likely stop doing business with a company after one bad customer service experience. And 82% said they would be likely to stop doing business with a company after three bad customer service experiences.
Types of Service
So what types of customer service experiences are most common? Just 7% of respondents said they have extraordinarily bad customer service experiences often. 38% said they sometimes deal with bad customer service. 52% said they rarely have to deal with bad customer service. And just 3% said they’ve never had a bad customer service experience.
However, 24% of respondents said they often have extraordinarily good customer service experiences. 60% said they sometimes have extraordinarily good customer service experiences. 14% said they rarely have these good customer service experiences. And just 2% said they never do.
You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.
What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.
Results were collected on July 17 via AYTM’s online survey panel.