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Rapid customer service is more important than content and social communities

By Carolanne Mangles 25 Jul, 2017
Essential

Chart of the day: A recent study has shown that customers want better customer service from your brand.

It's no surprise that a good customer support service is topping the list of what customers want most from a brand. Having a good communication with your customers is vital in conversion and retention. How else is a customer going to tell you if something is wrong? You need to address these issues as quickly, efficiently and professionally as possible to keep a quality brand and product reputation.

Important attributes of Costumers' Experiences with Brands

This being said, is it a shock that customers favor always on, automated service options the least? No. Customers do not want brands with a detached automated service. It is clear that over half (52%) of respondents want a fast response to their issues, something that can be hard to achieve with an automated service.

38% of those surveyed want a person to speak to, regardless of time or location. There is a rising importance in a 24/7 customer support service that is readily available to customers. If your customer had a problem that they need resolving they want it dealt with quickly and with a person - not an automated service.

Further, other important attributes customer's experiences with brands include customer loyalty (42%) and readily available information where and when they need it (38%).

With the importance being on good customer service, relationships between brand and customer and customer loyalty, respondents revealed that their least important attributes were:

  • Social communities and networks to connect with fans or customers (9%)
  • Multiple touchpoints (10%)

Remember, keeping a good customer experience with your customers and site visitors is essential in retaining customers and providing good customer support.  The right type of experience for your site visitors and customers can be the difference between retaining your customer and losing them.

By Carolanne Mangles

Carolanne Mangles is the Digital Marketing Executive for Business Memberships at Smart Insights. She has worked on numerous channels across the full customer lifecycle including, search engine marketing, social media, email engagement sequences, CRO and planned and managed fully integrated campaigns to boost new customer acquisition and current membership retention. She has also spoken on search engine marketing and content marketing at the B2B Expo in London where she gave masterclasses on Transforming Social Media and Transforming Search Marketing. When she’s not in the office you’ll find walking her dog to tire him out so she can enjoy a big glass of red wine. Connect with her on LinkedIn or follow her on Twitter.

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