Customer Experience Beats Out Price 2:1 in Customer Choice

1 to 1 Media today published their latest survey of customers, and they found some interesting facts about the importance of the customer experience in determining the choices our customers make about products or brands. Among the findings:

  • 56% of respondents reported that they are angered by company or employee mistakes in billing or wait times, but 44% said that they will allow companies to make a few mistakes before they move to another company so long as an employee apologizes and makes it right.
  • Social media isn’t just driven by angry customers. 40% of customers are likely to share both positive and negative perspectives.
  • 49% of customers report being satisfied with the customer service they receive, but 67% of retail customers are satisfied, followed by 53% of mobile phone and wireless customers. Only 28% of public service customers are satisfied.
  • Worldwide, service is considered by customers to be more important than price by a 2 to 1 ratio.
  • Across all industries, 63% report wait times in excess of 10 minutes.
  • 19% of customers report their experiences on Facebook, 11% on blogs, 5% on Twitter, and 4% on Youtube. For the US, the Facebook percentage rises to 28%.

What does this all mean? It means that customers will pay more for a great experience.

A link to the study can be found here.

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