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Industry Research : Australian Consumers More Likely to Share Service Experiences
NewVoiceMedia has revealed that Australian consumers are more than twice as likely as those in the UK to share a poor customer service experience; but are also more inclined to recommend a company following a positive interaction.
New research from NewVoiceMedia, a provider of cloud contact centre solutions, found that following an inadequate experience, 58% of Australian consumers will tell friends and colleagues not to use the business (27% UK, 49% US); and thanks to social media, forums and review channels, the modern consumer has a convenient public platform at their fingertips to spread negative sentiment about a business online. More than half (53%) of Australian 25-34 year-olds seek revenge online, compared with 39 percent of their UK counterparts.
Australians are also nearly twice as likely as Brits to choose social media as the most effective way of resolving a problem (12% vs 7% UK). For Gen Y and millennials (those aged 16 to 34), this figure soared to 26 percent, with Facebook proving to be the favoured social network for interacting with businesses. One respondent explained, "Naming and shaming can be the fastest way of getting a response". In the US, UK and Australia, women are more patient than men when it comes to bad interactions, yet much more likely to head online to complain about a company (35% Australia, 36% US & 19% UK).
However, the significance consumers place on excellent service presents opportunities as well as threats, as organisations can boost their business by getting it right. 76 percent of Australian consumers will recommend a company following a positive experience (71% in the UK, 69% US) and 77 percent of overall respondents said that good service had a considerable influence on their loyalty. US customers are more likely to spend more money with the business as a result (42% vs 35% Australia, 34% UK).
Jonathan Gale, CEO at NewVoiceMedia, comments, "While it is damaging to a brand when customers tell friends and family if they are dissatisfied with service they’ve received, it’s not nearly as powerful and immediate as those who take their complaints online; particularly as consumers are increasingly turning online to read about others’ experiences before choosing a product or supplier. Over the next few years we expect to see these statistics soar as the younger generation matures.
"Customers want personalised and engaging experiences every time, through every channel. Great customer experience is the critical differentiator and by doing it well, organisations can drive the customer acquisition, retention and efficiency that make leading companies successful".
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Published: Monday, July 7, 2014