REGIONAL ROUND-UP
AFRICA APAC EUROPE MIDDLE EAST NORTH AMERICA
90 % OF BRITS WILL LEAVE A BRAND THEY TRUSTED AFTER ONLY TWO OR THREE POOR CUSTOMER EXPERIENCES
Emplifi , a leading unified customer experience platform , has released , 11 key things consumers expect from their brand experiences today , a new report which reveals that the majority ( 90 %) of UK consumers will leave a brand they were once loyal to after only two or three bad customer service experiences . One in five ( 20 %) Brits would leave a brand after just one bad experience , with 45 % of those surveyed admitting they had already left a brand in the past 12 months over a single poor customer experience .
The data shows that slow response time is the leading contributor to a negative experience for more than two in five ( 42 %) UK consumers , followed by a lack of 24 / 7 customer service support ( 19 %).
Furthermore , nearly one in five ( 18 %) Brits have had a bad experience due to a brand not sharing their values , with over a third ( 36 %) willing to leave a brand due to lack of social responsibility .
Out of the UK consumers surveyed , the majority ( 53 %) expect brands to respond to customer service inquiries via digital channels within an hour , while nearly one in 10 ( 8 %) expect a response within five minutes . Almost a quarter ( 22 %) expressed a preference for email communications , while 20 % would prefer to communicate with brands via social media .
In fact , 37 % of Brits rate receiving excellent social media customer service as being very important when making a purchase . Meanwhile , 18 % would still opt for visiting a physical store to access near-immediate support from a brand .
Encouragingly , more than half ( 56 %) of UK consumers would also be willing to pay a premium price for an outstanding customer experience . Additionally , nearly a third ( 30 %) of Brits believe it ’ s very important for brands to have a fully selfservice customer care option available to resolve their issues .
“ Our latest research confirms what we had already suspected – there ’ s a major disconnect between what UK consumers expect and what brands are delivering in terms of CX ,” said Emplifi CXO , Shellie Vornhagen . “ British consumers are in a state of choice-overload and have too many options to stick around after a poor customer experience .
So , delivering anything less than exceptional experiences can have a massive impact on a brand ’ s bottom line . The good news is that the technology needed to close this customer experience gap is readily available – from automated systems that quickly filter incoming queries to the relevant customer services team , to virtual assistants that can provide personalised responses with incredible speed and consistency . Brands that invest in superior CX platforms will outperform the competition every time .” x
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