How Good Customer Service Increases Purchasing

Benefits of Good Customer Service
Source of Infographic: ZenDesk

The Impact Of Customer Service

There is a good, bad and ugly when it comes to the aspects of customer service. Zendesk and Dimensional Research paired up to produce the following survey in order to discover the true value of good and the detriment of the bad side of customer service as it affects a business. It also examines how customers are influenced by the type of experience they have with customer service.

Make Good First Impressions

First impressions last forever. People who responded to the survey said that they more often remembered bad experiences than good ones. Whether experiences are bad or good, they certainly have an effect on future behavior.

Of those customers who had good experiences, 24 percent of them planned to continue to seek out good vendors for two or more years afterward. Of those customers with bad experiences, 39 percent chose to avoid vendors for two or more years afterward.

Certain groups are more likely to be permanently affected by bad customer service experiences. 45 percent of women will avoid vendors for two years or more after bad experiences. 51 percent of B2B customers will do the same, as will 54 percent of Generation X customers and 79 percent of high income households.

Make a Positive Reputation

News travels quickly. The people who responded also said they were much more likely to share their bad experiences than their good ones. With good experiences, 87 percent would share with others. 33 percent would share with 5 or more people.

With bad experiences, 95 percent were more likely to share their experience with others. 54 percent were more likely to share with five or more people.

Social media is, of course, the biggest medium in which customers will share their experiences with other people. 30 percent of customers will share good experiences on social media, while 45 percent will share bad experiences.

69 percent of customers and potential customers will read good customer service reviews online, 63 percent will read negative reviews online. 88 percent of people have been influenced in some way online with customer service reviews when they are making purchasing decisions.

Service Matters

The bottom line: Those who responded to the survey said that they more likely to purchase more from a vendor they have good customer service experiences with. More than half of those with negative experiences were more likely to buy from a different company.

52 percent have indicated that a positive customer service experience has led them to buy more from the company. 55 percent have said they switched to a different company for a certain product or service because they had a negative customer service experience.

40 percent have recommended that others should not buy services or products after they have had a bad customer service experience.

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