January 31, 2012
ATLANTA, Jan. 31, 2011—ClickFox, the pioneering leader in experience analytics, today announced the company’s findings from its second annual Consumer Tipping Points survey. The results highlight what customer service issues frustrated consumers most in 2011 and how they responded to negative experiences.
Twenty-seven percent of respondents indicated they are most frustrated by interactions with telecommunication and wireless companies, followed by cable companies at 20 percent. This is a shift from 2010, where consumers indicated they were most frustrated by interactions with cable companies (25 percent), followed by telecommunication companies (10 percent).
Consumers value efficiency
Even as consumers are presented with new options for interacting with companies, such as social media or mobile applications, the basic tenets of customer service efficiency, effort and courtesy remain essential.
• Forty-two percent of consumers are most frustrated when they have to speak with multiple customer service representatives and start over every time.
• Ten percent are most frustrated by being kept on hold for long periods of time, dealing with rude or inexperienced representatives or service technicians (9 percent) and not getting what they need on the first try (7 percent).
Unhappy customers have a ripple effect on organizations
Sixty-eight percent of respondents would tell family and friends about a negative customer service experience or post comments via social media, while only 27 percent will tell the company directly through a satisfaction survey, demonstrating that companies aren’t getting a true picture of dissatisfaction. This word of mouth can infect a business; more than 60 percent of consumers are influenced or very influenced by other consumers’ comments about companies, according to ClickFox’s 2011 Social Media for Customer Service Survey.
Poor customer service directly impacts the bottom line
Thirty-five percent of consumers would cease doing business with a company after a poor customer service experience. Even more concerning, more than 80 percent of customers who reached their breaking point after a bad customer service experience indicated that they were established customers. Conversely, exceptional customer service drives greater revenue; 15 percent of consumers said they would purchase additional products and services when they receive exceptional service.
“It’s imperative for companies to listen to their customers and take action to improve the overall customer experience,” said Marco Pacelli, CEO of ClickFox. “Highly saturated, commoditized industries such as telecommunications need to shift their focus from acquiring new customers and fight to keep the ones they have.”
About the survey
Between Nov. 22 and Dec. 15, 443 consumers participated in a 10-question survey to provide insight into trends about customer service frustrations and consumer reactions. The full survey report is available for download at http://web.clickfox.com/2011SurveyResults-CustomerTippingPoint.html.