Study: Poor Service Linked To Lower Brand Loyalty
96% Of People Say Loyalty Linked To Service
New customer service data out from Coveo links customer service to loyalty in a way that should have many merchants examining their overall experience. According to Coveo’s latest Relevance Report 96% of people say that bad customer service affects their brand loyalty. Nearly one-fifth of people say that they’ll abandon a brand if their customer service agents aren’t consistent and accurate.
“Service is a crucial element in keeping customers happy and, ultimately, preserving brand loyalty,” said Sawan Deshpande, VP & GM of Service at Coveo. “But every customer journey is unique and no agent can account for the nuance of every single support touchpoint alone. AI can not only offer agents a deeper understanding of a specific customer’s journey, but also arm them with relevant information when they need it most.”
Customer Service Agents Don’t Have The Right Information
One thing holding customer service back? The information available to the agents. According to the report nearly half of customer service agents (41%) say the information they have access to is irrelevant. Added to that, most consumers (76%) say they’ll completely abandon a brand after three negative experiences. This means getting customer service agents the best – and most relevant – information possible is crucial to businesses who way to keep or build brand loyalty.
And from a brand perspective, many may not know just how badly they’re getting these interactions because almost half (46%) of consumers say they “rarely or never” complain about their bad brand experiences.
For these reasons, merchants and brands should examine their existing policies and protocols for customer service and the customer experience to ensure that customers are treated well throughout their lifecycle.