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BizReport : Loyalty Marketing : March 20, 2013

Brand loyalty trumped by customized customer service

Brand loyalty is being trumped by customized customer service experiences, according to a new consumer survey by inContact and Harris Interactive. The findings reveal that over half of consumers would switch brands based on customer service options.

by Helen Leggatt

incontact.jpgThe survey of more than 2,000 U.S. adults revealed that brand loyalty is playing a lesser role in today's shopping decisions. More than half (56%) of respondents said they would be at least somewhat likely to switch brands if offered more ways in which to connect.

It is no longer enough for a brand to provide just an 1-800 number, in fact, for 68% of respondents brands with only this contact option appear outdated. Instead, 86% expect brands to offer multiple options to interact with customer service, along with flexible timing to enable engagement when it's convenient for them.

This expectation, while dominant across all ages, was found to be significantly increased among age groups under 55 years of age.

"The survey results are clear: consumers have more choices and more ways to interact with business today. The smartest companies are quickly adapting to changing consumer behaviors and needs, extending customer service beyond just phone and email to mobile apps, text messaging, chat and social media." said Paul Jarman, CEO of inContact.

Other findings from the survey include:

- 25% of U.S. consumers feel no loyalty toward any brand;

- 70% say that mobile apps are an important option for brands to offer;

- Women are 10% less likely than men to feel loyal toward a brand.

Tags: brand marketing, customer service, customer survey, engagement, loyalty, multichannel, social media

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