Study: Poor Service Linked To Lower Brand Loyalty

Study: Poor Service Linked To Decreased Loyalty
Study: Poor Service Linked To Decreased 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.

More data from Coveo’s report can be accessed here.

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ABOUT THE AUTHOR

Kristina Knight-1
Kristina Knight, Journalist , BA
Content Writer & Editor
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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.