2014 GLOBAL CUSTOMER SERVICE BAROMETER COMPARISON OF FINDINGS ACROSS MARKETS
Research Methods This research was completed online among a random sample of consumers aged 18+ in: U.S.
Canada
Mexico
Italy
U.K.
Australia
India
Japan
Singapore
Hong Kong
N=1,004
N=1,001
N=1,001
N=1,008
N=1,000
N=1,000
N=1,000
N=1,000
N=1,000
N=1,000
Interviewing was conducted by Ebiquity during August, 2014. Overall the results in each market have a margin of error of +/- 3.1 percentage points at the 95% level of confidence.
Consumers are divided in their views on whether companies are focusing on providing good service IN THIS CURRENT ECONOMY, DO YOU THINK THAT BUSINESSES…? 100%
PERCENTAGE
80%
26%
26%
35%
27%
12% 29%
31%
20%
60% 40% 20%
38%
40%
31%
38%
31%
25%
21%
34%
38%
29%
26%
United States
Canada
Mexico
31%
32%
24%
Italy
United Kingdom
Australia
0%
16%
India
Have not changed their attitudes towards customer service Pay less attention to customer service
34% 66%
31%
17%
58% 35%
37%
Japan
Singapore
Hong Kong
Increased their focus on customer service
COUNTRY
In most markets, one third or fewer consumers see an ‘increased focus on customer service’ on the part of businesses in the current economy. However, significantly more consumers in India (66%), Hong Kong (58%) and Singapore (37%) give businesses credit for making the extra effort. In Canada (40%), Italy, Australia and the U.S. (38%, each) significantly more consumers think that companies are ‘paying less attention to customer service’ compared to other countries.
Consumers in Mexico (35%) and Japan (34%) are the most likely to say that businesses’ ‘attitudes towards customer service have not changed.’ Q.2
Significantly higher than 5 other markets at the 95% confidence level
Not Shown: 16% or less Not Sure
Businesses are either meeting or missing consumers’ expectations for customer service IN GENERAL, WOULD YOU SAY THE CUSTOMER SERVICE EXPERIENCES YOU HAVE WITH COMPANIES USUALLY…? 100%
PERCENTAGE
80%
29%
27%
48%
34%
29%
32%
20%
60% 40%
23%
26%
62%
67%
20% 0%
26%
48%
58%
63%
61% 62%
5%
2%
2%
3%
3%
2%
United States
Canada
Mexico
Italy
United Kingdom
Australia
45% 13% India
Miss your expectations
68%
64%
Meet your expectations Exceed your expectations
4%
2%
4%
Japan
Singapore
Hong Kong
COUNTRY
Roughly six to seven in ten consumers across all markets, except Mexico (48%) and Japan (45%), believe that companies generally ‘meet their expectations’ for customer service. However, about one-quarter of consumers in most markets believe that companies usually ‘miss their expectations,’ significantly higher in Mexico (48%), Italy (34%) and Australia (32%). With the exception of India (13%), fewer than one in ten consumers across all markets believe that companies generally ‘exceed their expectations’ for customer service. Those in the U.S. (5%) are also more likely to think so. Q.1
Significantly higher than 5 other markets at the 95% confidence level
Not Shown: 9% or less Not Sure, except Japan (25%)
Delivering value and products that meet customers’ needs will help companies exceed consumers’ service expectations WHICH ONE OF THE FOLLOWING IS THE BEST WAY THAT A COMPANY CAN STAND OUT AND EXCEED YOUR EXPECTATIONS FOR CUSTOMER SERVICE?
Deliver to me the promised value at the right price Make it easy for me to do business with them online and off Recognize me as an individual who deserves personalized service Provide products & services that meet my needs as a customer Make it easy for me to find information about their products & services
United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
29%
30%
19%
34%
28%
23%
22%
32%
20%
27%
22%
18%
11%
13%
19%
18%
14%
11%
12%
10%
21%
18%
23%
19%
21%
24%
16%
16%
22%
13%
19%
22%
35%
20%
21%
23%
27%
30%
31%
31%
9%
12%
12%
14%
12%
12%
20%
11%
15%
19%
Delivering promised value at the right price is the best way for a company to stand out and exceed consumer expectations for customer service in half of the markets – significantly higher in Italy (34%) and Japan (32%). In the other half of the markets, three in ten or greater say providing products and services that meet their needs is the best way to stand out. In Mexico (23%) and Australia (24%) in particular, consumers want companies to recognize them as an individual who deserves personalized service. Q.3
Significantly higher than 5 other markets at the 95% confidence level
An excellent service experience for consumers means getting their questions answered by knowledgeable people HOW IMPORTANT ARE EACH OF THE FOLLOWING IN PROVIDING YOU WITH AN EXCELLENT CUSTOMER SERVICE EXPERIENCE? (Very Important) United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
Provide a satisfactory answer to your question
86%
82%
84%
73%
80%
81%
79%
66%
67%
60%
Connect you with someone who is knowledgeable
78%
74%
65%
62%
65%
66%
63%
41%
53%
28%
Provide personalized service
45%
46%
73%
38%
35%
43%
58%
27%
35%
29%
Thank you for being a customer
45%
43%
46%
21%
35%
34%
49%
40%
32%
18%
Follow up with you on your experience
27%
24%
62%
46%
25%
23%
53%
16%
35%
36%
Address you by your name
21%
17%
38%
9%
19%
19%
39%
19%
16%
14%
Try to sell you something
8%
2%
14%
5%
5%
5%
26%
17%
6%
7%
Across all markets, an excellent customer service experience means that representatives provide a satisfactory answer to consumers’ questions. If representatives cannot provide an answer, it is important that they can connect consumers to someone who is knowledgeable. Consumers in Mexico (73%) and India (58%) are looking for personalized service. With the exception of India (26%), Japan (17%) and Mexico (14%), consumers do not think it is very important for representatives to try to sell them something to make it an excellent experience. Q.5
Significantly higher than 5 other markets at the 95% confidence level
Successful customer service professionals are efficient and empowered to handle requests WHICH ONE OF THE FOLLOWING IS THE MOST IMPORTANT ATTRIBUTE OF A SUCCESSFUL CUSTOMER SERVICE PROFESSIONAL?
Efficient – Answers my questions or handles my transaction quickly Empowered – Is able to handle my requests without transfers or escalations Courteous – Is polite and cordial in addressing me Human – Connects with me personally, shows empathy Consultative – Gives me relevant information about my product or experience
United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
33%
34%
29%
27%
36%
33%
34%
12%
32%
40%
29%
26%
21%
41%
23%
23%
18%
15%
21%
13%
17%
14%
15%
10%
15%
14%
9%
26%
13%
26%
14%
16%
15%
9%
19%
17%
17%
28%
17%
11%
7%
10%
21%
13%
8%
13%
22%
20%
18%
11%
In nearly all countries, consumers value efficiency – the ability to answer questions or handle transactions quickly - overall as an attribute of a successful customer service professional. Being empowered to handle requests without transfers or escalations is typically the second most important attribute.
Consumers in Italy (41%) view empowered customer service professionals as the most successful. In Japan and Hong Kong, consumers value representatives who are courteous (26%, each) and connects with them personally (28% in Japan). Q.4
Significantly higher than 5 other markets at the 95% confidence level
Providing good service pays off: consumers have spent more for customer service HAVE YOU EVER SPENT MORE WITH A COMPANY BECAUSE OF A HISTORY OF GOOD CUSTOMER SERVICE EXPERIENCES? 100%
PERCENTAGE
80% 60% 40%
74%
76%
81%
66%
61%
20%
72%
78%
75%
61%
35%
0% United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
COUNTRY
With the exception of Japan (35%), six-in-ten consumers or more have spent more with a company because of a history of positive customer service experiences.
Consumers in Mexico (81%) and India (78%) are most likely to have done so compared to those in other countries.
Q.6
Significantly higher than 5 other markets at the 95% confidence level
Consumers will spend more with companies that provide excellent service HOW MUCH MORE WOULD YOU BE WILLING TO SPEND WITH A COMPANY THAT PROVIDES EXCELLENT CUSTOMER SERVICE? AVG % MORE WILLING TO SPEND
25% 20% 15%
23%
10% 5%
14%
12%
12%
Canada
Mexico
12%
12%
United Kingdom
Australia
8%
0 10%
14%
13%
Singapore
Hong Kong
0% United States
Willing to Spend More for Excellent Service
Italy
India
Japan
COUNTRY
68%
69%
76%
58%
65%
70%
86%
53%
77%
63%
Across all markets, over half of consumers indicate that they are willing to spend more with companies that they believe provide excellent service – significantly more consumers in India (86%), Singapore (77%) and Mexico (76%) say they are willing to do so. Consumers are willing to spend the most, on average, in India (23% more), the U.S. and Singapore (each 14% more). Q.7
Significantly higher than 5 other markets at the 95% confidence level
Consumers are likely to tell others about their good customer service experiences HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR GOOD CUSTOMER SERVICE EXPERIENCE? 100%
1% 6%
1% 5%
4%
1% 5%
47%
44%
43%
44%
PERCENTAGE
80% 60%
1% 6% 56%
1% 4%
6%
32%
20%
51%
5%
46%
50%
53%
50%
1% 10%
54% 63%
49%
40% 20%
2%
Rarely
66% 37%
44%
United Kingdom
Australia
26%
41%
Sometimes
26%
0% United States
Avg # people 8 they tell
Canada
Mexico
Italy
India
Japan
Never
All the time
Singapore Hong Kong
COUNTRY
8
13
11
6
9
41
6
12
9
With the exception of Hong Kong, Japan (26%, each) and the U.K. (37%), greater than two in five consumers tell other people about their good customer service experiences all of the time.
Consumers in Japan are the least likely to tell others about their good service experience (26% rarely/never) and tell the fewest number of people (6 on average). On the other hand, consumers in India tell the most people (41 on average) about their good experiences, and do so most frequently (66% all the time). Consumers in Mexico also frequently talk about their good experiences (53% all the time, 13 people). Q.8/8a
Significantly higher than 5 other markets at the 95% confidence level
Consumers are more likely to tell others about their poor customer service experiences
PERCENTAGE
HOW OFTEN DO YOU TELL OTHER PEOPLE ABOUT YOUR POOR CUSTOMER SERVICE EXPERIENCE? 100%
1% 4%
4%
4%
1% 5%
1% 4%
1% 3%
80%
35%
33%
29%
30%
38%
36% 36%
60%
5% 14%
1% 4% 41%
42%
1% 8% 41%
Never Rarely
40% 20%
5% 10%
60%
63%
67%
64%
57%
60%
50%
40%
54%
49%
All the time
0% United States
Avg # people 21 they tell
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Sometimes
Singapore Hong Kong
COUNTRY
17
22
22
13
18
48
11
27
19
In nearly all countries, at least half of consumers, tell other people about their poor customer service experiences all of the time – with the exception of Japan (40%). Consumers in Mexico (67%), Italy (64%) and Canada (63%) do so most frequently.
With the exception of Mexico, Japan and India, on average consumers tell twice as many people about their poor experiences than their good experiences. Consumers in Japan are also the least likely to tell others about their poor service experience (19% rarely/never) and tell the fewest number of people (11 on average). While consumers in India tell the most people (48 on average) about their poor experiences. Q.9/9a
Significantly higher than 5 other markets at the 95% confidence level
Consumers use a variety of channels for telling others about their customer service experiences HOW OFTEN DO YOU USE EACH OF THE FOLLOWING CHANNELS OF COMMUNICATION TO TELL PEOPLE ABOUT YOUR CUSTOMER SERVICE EXPERIENCES? (All the time / Sometimes) United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
Face-to-face
91%
94%
91%
93%
90%
92%
92%
77%
91%
86%
Company website
50%
43%
52%
45%
45%
39%
74%
30%
48%
43%
Text message / SMS
49%
41%
45%
50%
42%
44%
73%
28%
64%
56%
Social network sites (Twitter, Facebook, etc.)
46%
43%
73%
60%
42%
45%
83%
35%
66%
72%
Consumer review websites (Yelp, etc.)
46%
36%
43%
53%
41%
32%
74%
32%
52%
51%
Online chat / instant messaging
34%
31%
68%
54%
34%
32%
81%
20%
68%
72%
Blog
17%
11%
31%
36%
14%
12%
60%
23%
32%
42%
Across all countries, consumers most frequently tell others about their customer service experiences faceto-face. Consumers in India (83%), Mexico (73%), Hong Kong (72%), Singapore (66%) and Italy (60%) are the most likely to make use of social network sites to discuss their experiences with others. Consumers in India (73%), Italy (53%), Singapore (52%) and Hong Kong (51%) are the most likely to share their experiences via consumer review websites. Q.10
Significantly higher than 5 other markets at the 95% confidence level
Value, service and products are most likely to influence consumers to choose a company RANK THE FOLLOWING IN TERMS OF WHICH ARE THE MOST IMPORTANT FACTORS WHEN YOU ARE CHOOSING A COMPANY WITH WHICH TO DO BUSINESS, WHERE 1 = MOST IMPORTANT AND 5 = LEAST IMPORTANT
Rank
United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore Hong Kong
Good value for the price
0
Excellent customer service
1
Better products
2
Easy to do business online
3
Convenience
4 5
Eight out of ten countries, rank ‘good value for the price’ as the #1 most important factor when choosing a company with which to do business – with ‘excellent customer service’ ranked #2 in half of the markets. In Japan offering ‘better products’ was ranked #1 and in India it was tied with ‘good value’. Only Italy ranked ‘excellent customer service’ behind convenience.
Q.11
Recommendations and reputation are most likely to get consumers to do business with a company WHICH ONE OF THE FOLLOWING IS MOST LIKELY TO GET YOU TO TRY DOING BUSINESS WITH A NEW COMPANY? United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
Recommendations from a friend or family member
42%
44%
28%
28%
44%
45%
22%
20%
35%
24%
A sale or promotion
34%
34%
25%
35%
25%
29%
12%
17%
26%
36%
A company’s reputation
15%
15%
32%
20%
19%
15%
33%
29%
22%
25%
An online or social media review
5%
3%
5%
11%
5%
3%
15%
19%
9%
6%
An interesting advertisement
3%
3%
8%
4%
3%
5%
11%
7%
4%
4%
An engaging website
2%
1%
4%
3%
4%
3%
6%
8%
4%
6%
In half of the markets – Australia (45%), Canada, the U.K. (44%, each) and the U.S. (42%) and Singapore (35%) – consumers say recommendations from a friend or family member are most likely to get them to try to do business with a new company. In Hong Kong (36%) and Italy (35%), a sale or promotion is the best motivator. Consumers in India (33%), Mexico (32%) and Japan (29%) rely on a company’s reputation when deciding to do business with a new company. Q.12
Significantly higher than 6 other markets at the 95% confidence level
Consumers prefer using websites or email for simple customer service inquiries WHICH OF THE FOLLOWING IS YOUR PREFERRED CHANNEL FOR REACHING OUT TO COMPANIES FOR A SIMPLE INQUIRY [SUCH AS LOCATING A PRODUCT OR CHECKING AN ACCOUNT BALANCE]? United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
36%
36%
20%
23%
42%
39%
18%
35%
26%
22%
14%
17%
15%
13%
15%
20%
12%
11%
13%
11%
12%
10%
14%
11%
11%
9%
11%
15%
12%
15%
Face to face
9%
13%
10%
10%
10%
12%
13%
6%
7%
8%
Online chat/instant messaging
9%
7%
11%
10%
9%
10%
11%
10%
11%
12%
Smartphone app
9%
8%
11%
14%
-
-
12%
8%
16%
16%
Text message
6%
6%
7%
9%
7%
6%
10%
10%
9%
7%
Social networking site
5%
4%
13%
10%
6%
5%
14%
6%
7%
10%
Company website or email Speaking with a 'real' person on the phone Using an automated voice response system on the phone
Across all markets, when it comes to a simple inquiry such as locating a product or checking an account balance, consumers’ preferred channel for reaching out to companies is via a company website or email – mentioned by one in five greater. Consumers in the U.K. (42%), Australia (39%), the U.S., Canada (36%, each) and Japan (35%) were most likely to agree. Q.13a
Significantly higher than 5 other markets at the 95% confidence level
Consumers prefer speaking with a real person on the phone for a more complex customer service issue WHICH OF THE FOLLOWING IS YOUR PREFERRED CHANNEL FOR REACHING OUT TO COMPANIES FOR A DIFFICULT OR COMPLICATED INQUIRY [SUCH AS MAKING A COMPLAINT OR DISPUTING A CHARGE]? United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
17%
13%
11%
18%
20%
14%
13%
26%
18%
14%
37%
35%
32%
29%
37%
39%
25%
37%
35%
35%
5%
4%
10%
7%
5%
3%
10%
7%
6%
8%
Face to face
19%
30%
18%
15%
21%
31%
13%
10%
16%
15%
Online chat/instant messaging
12%
9%
12%
12%
12%
7%
12%
6%
11%
10%
Smartphone app
3%
2%
7%
7%
-
-
9%
3%
5%
5%
Text message
3%
3%
3%
6%
3%
4%
9%
6%
5%
5%
Social networking site
4%
4%
8%
7%
3%
3%
11%
5%
5%
8%
Company website or email Speaking with a 'real' person on the phone Using an automated voice response system on the phone
For a more complex inquiry, such as returning a product or getting assistance with a product issue, consumers in all markets prefer speaking with a real person on the phone – mentioned by one third or greater in all markets except Italy (29%) and India (25%). In the US, Canada, Mexico, the UK, Australia and Hong Kong the next preferred method is face-to-face; while in Italy, Japan and Singapore website/email is still preferred over face-to-face. Q.13b
Significantly higher than 5 other markets at the 95% confidence level
Consumers demand a personal interaction for the most difficult or complicated customer service inquiries WHICH OF THE FOLLOWING IS YOUR PREFERRED CHANNEL FOR REACHING OUT TO COMPANIES FOR A MORE COMPLEX INQUIRY (SUCH AS RETURNING A PRODUCT OR GETTING ASSISTANCE WITH A PRODUCT ISSUE]? United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
10%
8%
7%
11%
13%
8%
13%
13%
13%
7%
48%
45%
26%
33%
46%
41%
22%
41%
33%
31%
5%
4%
7%
7%
3%
3%
12%
4%
6%
6%
Face to face
24%
30%
41%
26%
29%
38%
21%
31%
35%
36%
Online chat/instant messaging
4%
5%
6%
7%
5%
5%
8%
3%
3%
5%
Smartphone app
3%
3%
5%
4%
-
-
8%
2%
2%
5%
Text message
2%
3%
4%
4%
3%
2%
7%
3%
4%
5%
Social networking site
3%
3%
5%
7%
3%
3%
9%
3%
4%
5%
Company website or email Speaking with a 'real' person on the phone Using an automated voice response system on the phone
When it comes to difficult or complicated inquiries such as making a complaint or disputing a charge, speaking with a real person either on the phone or face to face is preferred by most in all markets. Consumers in the U.S., Canada, Italy, the U.K., Australia, India and Japan most prefer speaking with a real person on the phone, while those in Mexico, Singapore and Hong Kong most prefer face-to-face. Q.13c
Significantly higher than 5 other markets at the 95% confidence level
Consumers divided on their use of social media for customer service in the past year IN THE PAST YEAR, HAVE YOU UTILIZED SOCIAL MEDIA TO GET A CUSTOMER SERVICE RESPONSE? 100%
PERCENTAGE
80% 60% 40%
59%
20% 0%
23%
21%
United States
Canada
Mexico
71% 49%
Italy
25%
24%
United Kingdom
Australia
47%
48%
Singapore
Hong Kong
26% India
Japan
COUNTRY
In half of the markets, one-quarter of consumers or fewer utilized social media to get a customer service response. However, in the other half of the markets, one-half to seven-in-ten consumers have done so. The use of social media for customer service is particularly prevalent in India (71%) and Mexico (59%).
Q.14
Significantly higher than 5 other markets at the 95% confidence level
Consumers use social media for a variety of customer service activities WHICH OF THE FOLLOWING ARE REASONS YOU USE SOCIAL MEDIA WHEN IT COMES TO CUSTOMER SERVICE?
Praise a company for a great service experience Vent frustration with a bad customer service experience Share information about your service experience with a broader audience Seek an actual response from a company to help you with a service issue Seek recommendations from others about great service establishments Praise an individual employee for providing a great service experience Ask questions of other users about how to get better service or have a better experience with a company
United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore
Hong Kong
53%
43%
33%
25%
45%
38%
47%
20%
38%
26%
50%
51%
31%
27%
43%
49%
32%
18%
40%
26%
46%
43%
48%
36%
47%
41%
57%
39%
50%
31%
40%
51%
43%
44%
47%
49%
46%
21%
49%
45%
36%
32%
46%
34%
26%
31%
44%
32%
34%
28%
35%
31%
22%
15%
22%
27%
34%
13%
28%
17%
34%
32%
39%
37%
28%
27%
55%
20%
36%
33%
Consumers in the US are most likely to use social media to praise a company for a great service experience. On the other hand, when compared with other markets, consumers in the US and Canada are most likely to use social media to vent frustration with a bad customer service experience. Consumers in India are most likely to share information about their service experience with a broader audience and seek out others’ advice on getting better service. Q.15
Significantly higher than 5 other markets at the 95% confidence level
Not Shown: 6% or less None of these, except US (8%) and Japan (14%)
Resolution of customer service issues via social media is spotty, with most getting answers only ‘sometimes’ WHEN YOU USE SOCIAL MEDIA TO COMPLAIN ABOUT A CUSTOMER SERVICE ISSUE, HOW OFTEN DO YOU FEEL YOU GET AN ANSWER OR YOUR COMPLAINT IS RESOLVED BY THE COMPANY? 100%
PERCENTAGE
80%
13% 22%
8% 20%
10% 24%
44%
53% 57%
50%
20% 0%
7% 15%
4% 20%
2% 8%
11%
3% 18%
1% 18%
60%
66%
Never
24% 52%
60%
40%
5% 16%
21%
14%
16%
United States
Canada
Mexico
57%
58%
Rarely
51%
All the time
39%
26%
22%
17%
Italy
United Kingdom
Australia
India
Sometimes
14%
19%
15%
Japan
Singapore
Hong Kong
COUNTRY
In eight of the ten markets, roughly one in five consumers or fewer who have used social media to complain about a customer service issue say that they always get an answer or have their complaint resolved. The exceptions being India (39%) and Italy (26%) where significantly more say their issues have always been resolved. Consumers in the U.S., Japan (35%, each) and Mexico (34%) are the most likely to say that their customer service issue is rarely or never resolved via social media.
Q.16 Respondents who have used social media to get a customer service response in past year Significantly higher than 5 other markets at the 95% confidence level
Most see improvement in the response time for customer service via social media WHEN YOU USE SOCIAL MEDIA TO COMPLAIN ABOUT A CUSTOMER SERVICE ISSUE, HOW OFTEN DO YOU FEEL YOU GET AN ANSWER OR YOUR COMPLAINT IS RESOLVED BY THE COMPANY? 100%
PERCENTAGE
80%
8%
10%
37%
35%
4% 20%
6%
7%
6%
33%
36%
34%
1% 9%
52%
60%
40% 20%
76% 55%
55%
United States
Canada
4%
6%
4%
33%
33%
Have not changed
90% 61%
58%
60%
Italy
United Kingdom
Australia
Worsened
44%
61%
64%
Singapore
Hong Kong
Improved
0% Mexico
India
Japan
COUNTRY
Half of consumers or more who have used social media to get a customer service response see improvement in terms of how quickly they feel companies respond to general inquiries or complaints – with the exception of Japan (44%). Consumers in India (90%) and Mexico (76%) are most likely to say that companies have generally improved.
Q.17 Respondents who have used social media to get a customer service response in past year Significantly higher than 5 other markets at the 95% confidence level
Poor service leads to lost sales IN THE PAST YEAR, HAVE YOU NOT COMPLETED A BUSINESS TRANSACTION OR MADE AN INTENDED PURCHASE BECAUSE OF POOR CUSTOMER SERVICE? 100%
PERCENTAGE
80% 60% 40% 20%
60%
57%
68%
52%
58%
United Kingdom
Australia
43%
71%
68%
57%
36%
0% United States
Canada
Mexico
Italy
India
Japan
Singapore
Hong Kong
COUNTRY
In the past year, half of consumers or more in most markets indicate that they have not completed a transaction or made an intended purchase because of poor customers service – significantly more consumers in India (71%), Mexico (68%) and Singapore (68%) are most likely to agree. Significantly fewer consumers in Japan (36%) and Italy (43%) have done so.
Q.18
Significantly higher than 5 other markets at the 95% confidence level
Consumers are generally willing to give companies a second chance after a poor service experience HOW MANY INSTANCES OF POOR CUSTOMER SERVICE ARE YOU WILLING TO EXPERIENCE FROM A COMPANY BEFORE YOU WILL CONSIDER SWITCHING COMPANIES? 100%
5%
5%
58%
62%
PERCENTAGE
80% 60%
5%
4%
5%
6%
52%
51%
53%
54%
10% 56%
4% 44%
5%
57%
9%
62% 2-3 instances of poor customer service
40% 20%
4 or more instances of poor customer service
37%
33%
44%
45%
42%
40%
34%
52%
38%
29%
0%
United States
Canada
Mexico
Italy
United Kingdom
Australia
India
Japan
Singapore Hong Kong
Immediately consider switching after initial poor customer service experience
COUNTRY
While most consumers are willing to give companies another chance after a poor service experience, one-third to one-half state that they immediately consider switching after an initial poor customer service experience. In Japan (52%), Italy (45%) and Mexico (44%) the highest proportion of consumers say that companies do not get a second chance to make a good impression when it comes to customer service.
Q.19
Significantly higher than 5 other markets at the 95% confidence level
In most markets, consumers are willing to wait over 10 min on hold for customer service on average WHEN YOU CONTACT A CUSTOMER SERVICE CENTER BY TELEPHONE, WHAT IS THE MAXIMUM AMOUNT OF TIME YOU ARE WILLING TO WAIT ON HOLD?
PERCENTAGE
100%
12%
80%
17%
13% 18%
60%
22%
20%
18%
27%
26%
28%
22%
23%
24%
United States
Canada
Mexico
40% 20% 0%
15% 15%
11% 11% 15% 27%
9% 14% 18% 31%
11% 14%
26%
21%
8% 9% 17%
28%
36%
28%
26%
Italy
United Kingdom
Australia
40% India
6% 6% 11%
11% 12%
21%
15% 23%
56%
Japan
39%
18%
30 minutes or more
15% 14%
15 but less than 30 minutes
22%
10 but less than 15 minutes
31%
5 but less than 10 minutes
Singapore Hong Kong
Less than 5 minutes
COUNTRY
Avg # of min
13
12
14
11
11
12
18
7
11
15
When it comes to their willingness to wait on hold on the telephone for customer service, the most patient consumers, on average, are in India (18 minutes), Hong Kong (15 minutes), and Mexico (14 minutes). Consumers in Japan are willing to wait the shortest amount of time, on average (7 minutes).
Q.20
Significantly higher than 5 other markets at the 95% confidence level
Consumers are more patient when waiting for customer service help in-person WHAT IS THE MAXIMUM AMOUNT OF TIME YOU ARE WILLING TO WAIT FOR HELP FROM CUSTOMER SERVICE IN-PERSON (E.G., AT A BANK, RETAIL STORE, SERVICE PROVIDER OR RESTAURANT)? 100%
12%
PERCENTAGE
80%
20%
60%
24%
9% 19% 26%
20%
16% 26% 21%
40% 20% 0%
13%
28%
31%
16%
15%
13%
United States
Canada
Mexico
20% 25%
9% 16%
8% 17%
29%
23%
23%
14%
32%
31%
13% 15%
20%
17%
18%
20%
21%
21% 17%
26%
20%
21%
28%
25%
Italy
United Kingdom
Australia
India
Japan
19% 24% 18%
28%
30 minutes or more 15 but less than 30 minutes
24%
10 but less than 15 minutes
19%
5 but less than 10 minutes
15%
Less than 5 minutes
14%
Singapore Hong Kong
COUNTRY
Avg # of min
13
11
17
12
11
11
20
14
15
19
When it comes to their willingness to wait on hold on the telephone for customer service, the most patient consumers, on average, are in India (20 minutes), Hong Kong (19 minutes), Mexico (17 minutes), Singapore (15 minutes) and Japan (14 minutes).
Q.21
Significantly higher than 5 other markets at the 95% confidence level
JENNIFER CLARK T: +1 646 998 7248 F: +1 646 998 7277 E:
[email protected] EBIQUITY US Office 156 Fifth Avenue, Suite 604 New York, NY 10010
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