How Loyal Are Your Customers?

Many factors come into play that can improve the customer experience. With new tools and technologies continually being introduced, businesses have the opportunity to improve loyalty. But what I hear is that branded keyword search is on the decline.

How loyal are your customers? Some marketers think all they need to do is provide customers with the information, and answer their questions. Seems pretty simple, but it's not.

Five9, a cloud contact center provider, commissioned Zogby Analytics to conduct an online consumer survey, the 2021 Customer Service Index (CSI).

Consumers 18 years and older in the U.S., Canada, France, Germany, Italy, Spain and the U.K. participated in the survey, which looks at customer service issues and topics, focusing on geographical differences.

What makes a good customer experience? The data changed from 2020 to 2021. In 2021, for example, 33% said it was representatives getting the customer the correct answer, even if it takes more time -- down from 36% in 2020.



This year, 28% of consumers wanted reps who can answer questions quickly, compared with 26% in 2020.

Some 20% of consumers this year also said a good customer experience means they don’t need to wait long to reach a rep, compared with 19% in 2020.

What were the worst customer-service experience in 2021 vs. 2020?

  • Getting passed from one rep to another:  34% in 2021 vs. 37% in 2020
  • Have to wait too long to reach rep:  26% in 2021 vs. 30% in 2020
  • Unhelpful on-hold systems:  13% in 2021 vs. 12% in 2020
  • Reps who cannot answer questions quickly:  13% in 2021 vs. 11% in 2020
  • Reps who don’t have information about the consumer:  7% in 2021 vs. 6% in 2020

The report reveals that 30% of respondents left brands they had previously been loyal to in the last year.

One in four said the experience at their contact center, which helps resolve issues, has declined since the start of the pandemic.

Some 64% said it is still difficult or time-consuming to find the information they need to reach out to a contact center. And 34% said factors that most negatively impact the customer experience include being passed from one representative to another, while 26% cited having to wait too long to reach a representative.

Despite the many challenges businesses and organizations faced in the past year, including adapting to a work-from-home environment in many cases, the overall impact on customer support was minimal, according to the findings.

Age plays a role when it comes to social media, with 40% of those ages 18-29 are more willing to use the platforms, compared with 34% of 30- to 49-year-olds, 14% of 50- to-64-year-olds, and 9% of those 65 and over.

Surprisingly, 24% of 30- to-49-year-olds are not willing to use social media for customer service.

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