Partner Article

Consumers call for better value when it comes to customer experience

Cash-strapped consumers are demanding more for their money from companies when it comes to quality of customer experience.

New research from Sage has revealed that one in three Brits would bin a brand for good if it failed to deliver the ‘wow’ factor, first time around.

Over 2,000 UK consumers were surveyed, and 47% of respondents believed the current economic conditions had led them to place a higher premium on the customer experience companies offer.

Just one in five felt British businesses had made more of an effort to go the extra mile for their customers during the recession, and 24% said they thought companies were actually making less effort.

Dr Tomas Chamorro-Premuzic, a Consumer Psychologist from Goldsmith College, and an expert on human behaviours, commented: “These findings show how demanding British consumers are today.

“This is definitely positive for Britain because it will continue to force businesses to raise the bar and deliver better services at a better value.

“Today, more than ever, companies need to attend to the psychology of the consumer, which involves being aware of their needs and maintaining a personalised relationship with each customer.”

From the survey, East Anglia was shown to be the least tolerant of a disappointing customer experience, while Londoners were the most willing to put up with it.

Younger consumers, particularly those aged between 18 and 25, were among the most forgiving of respondents, as 74% said they would be prepared to give a second chance to a company that delivered a disappointing experience.

Older consumers showed less tolerance as 41% of over 55s said they would abandon an company following poor service.

Kevin Thompson, Head of Customer Services for Sage’s Small Business Division, said: “Extraordinary customer experience is about transcending the purely functional relationship companies have with consumers, and delivering something extra which connects them with their customers on a more personal, emotional level.

“As our research shows, it’s about seeing a customer as an individual and having the flexibility to adapt what you do to suit their needs.”
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This was posted in Bdaily's Members' News section by Tom Keighley .