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About half of the consumers who were surveyed said that they would stop buying a brand's products if it neglected their concerns. Clarabridge conducted the survey to examine customer expectations of brands in the UK. The company interacted with over 1,150 consumers between the ages of 18 and 59 living in the UK.
Clarabridge's survey results define the state of the UK market in 2016 and highlight critical customer service improvement points that will dictate the ongoing success of UK brands on a global scale. They underscore the necessity for brands to deliver a superior customer experience in today's digital climate where consumer expectations for timely and effective service are at an all-time high.
Consumers in the UK seeks improvements in customer service over social media channels as only a third of problems (33 per cent) that UK residents tweet at brands are resolved, and those that are handled have little sense of urgency. Close to 50 per cent of the problems tweeted at brands take more than 2 hours to be resolved, with only 11 per cent of problems being resolved in less than 10 minutes.
As for customer service calls, a mere 5 per cent of customers felt 'completely satisfied' with their call experience and more than half of customers (64 per cent) found their calls to be neutral to 'not at all satisfying'. Call centres are responsible for 53 per cent of customer's biggest frustrations when interacting with brands/companies. Of any industry, UK customers perceived retail stores to have more superior customer service than any other industry (38 per cent).
“At Clarabridge, we believe in the power of listening to customer feedback across multiple channels to understand the voice of the customer and make changes that drive business success. It is time for all UK brands to embrace social media for customer service. These findings offer new insight into the expectations of British consumers and illuminate multiple opportunities for brands to change the way they interact with them, saving time and money with improved results for everyone involved,” said Susan Ganeshan, CMO of Clarabridge. (KD)
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