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Customer Behaviour

Just one in five customers are looking for some form of compensation when making a complaint, according to the most recent Customer Service Benchmark from eDigitalResearch.

The benchmark results reveal that, when lodging a complaint most customers would prefer a quick resolution or an apology over pay-outs or free products. Of the 2,000 consumers surveyed, half (50%) want an immediate resolution when complaining about a faulty product or bad service. In an age where speed and convenience are becoming increasingly important to customers, it is easy to see why having something resolved quickly is most important to them.

Analysis also found that the helpfulness of staff was very important to respondents who have made a complaint in the last six months, with over a third (40%) of consumers valuing helpful staff over anything else. Another one in four (25%) said they value an apology regarding their complaint.

The study also found that digital touch points rated much higher than traditional touch points. When it comes to contacting companies, overall, users of live chat were much more satisfied – 73% of whom said they were ‘satisfied’ or ‘extremely satisfied’ – than those using email, phone or post for their customer service queries. Live chat offers customers the ability to chat to a brand representative in real-time without the hassle of long delays, automated systems or dreaded ‘hold’ music. One third (37%) of those surveyed now expect to be able to contact a brand by live chat.

Derek Eccleston, Global Commercial Officer at eDigitalResearch, “The latest Customer Service Benchmark results suggest that the easier a company makes it for a customer to contact them and the quicker the issue is resolved, the more satisfied they are likely to be. Sympathising with your customers and offering an apology is more likely to increase customer satisfaction than offering some form of compensation”.

For a copy of the full Customer Service Benchmark results, please complete the following short registration survey here

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