TAMPA, Fla.--(AchieveGlobal, a global workforce development firm, the emotional aspect of customer service is most critical, as one in three global respondents preferred being treated well over having their issues immediately resolved.)--In a world of ever changing customer expectations, global companies seeking ways to provide a differentiated customer experience should focus on the power of emotion. According to a new study by
“While slashed prices and special promotions may get consumers in the door, an inability to connect on an emotional and human level while delivering service will hamper any business’ customer engagement efforts.”
“Understanding that emotion – the human connection – is at the heart of the customer experience is key to building customer loyalty and advocacy in today’s socially-connected and ever-evolving world,” said Sharon Daniels, CEO of AchieveGlobal. “While slashed prices and special promotions may get consumers in the door, an inability to connect on an emotional and human level while delivering service will hamper any business’ customer engagement efforts.”
The global study, “Why Your Customers Stay or Stray: Insight From Global Customer Experience Research,” further reveals that the behaviors most irritating to customers stem from detached emotional awareness and connection. Almost half (46 percent) of global respondents noted that being rude, short, nasty, unhelpful and impatient was the greatest customer service mistake that they have experienced. Using a canned script in dealing with issues (17 percent) and saying “no” or “I don’t know” (16 percent) also ranked amongst the top customer experience failures.
A negative customer experience not only threatens that particular sale, but also the reputation of the brand. Given the rising power of social media as a tool for brand advocacy, nearly 40 percent of respondents worldwide admitted to posting a negative review online after a poor customer experience. With so many retail and brand options available, customers are also quick to defect once they have been wronged, with half of respondents noting that they would try out a competitor after one bad experience and 93 percent defecting after three or fewer poor customer service experiences. As such, it is vital that organizations institute a culture of service supported by effective employee development programs around customer experience.
“No matter where you are in the world, a positive customer experience is marked by respect, simplicity, solutions and responsibilities,” said Daniels. “Delivering on these simple but critical expectations should be central to any company’s business strategy. Consumers are emotional beings, and training customer-facing employees to recognize emotions and respond in a concerned, effective and professional manner is essential to owning the customer experience.”
A full copy of “Why Your Customers Stay or Stray: Insight From Global Customer Experience Research” and an infographic highlighting the report’s findings is available at http://www.achieveglobal.com/cxseries.aspx .
AchieveGlobal is the world leader in providing exceptional interpersonal business skills, giving companies the workforce they need for business results. In the 21st century, the level of human skills will determine organization success. Located in more than 40 countries, AchieveGlobal offers multi-language, learning based solutions - globally, regionally and locally. For more information, see www.achieveglobal.com.
About the Study
AchieveGlobal conducted the online survey in 2012. The study surveyed 5,500 consumers in Asia (China, Singapore and Taiwan), Europe (Germany and the U.K.) and the Americas (Brazil and the U.S.). The survey sought to understand customers’ universal expectations of a positive customer experience.