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In fact, 68 percent of APAC customers believe that customer service is a last-minute consideration for organizations
FREMONT, CA: While organizations all over the world aim to improve the customer experience, many overlook the fact that customer service is the most important factor in achieving that goal. If basic customer service standards are not met, having the right platform for clients is meaningless. In fact, 68 percent of APAC customers believe that customer service is a last-minute consideration for organizations. The analysis not only shows how organizations should focus on client experiences to achieve corporate success, but it also reveals a disconnection between customer expectations and company actions when it comes to customer service.
Despite the fact that 80 percent of customers say customer service influences their purchasing decisions, the need to bridge the gap between these expectations and the actual customer experience has never been greater. Customers are becoming more vocal about their rising expectations. When people have a negative customer service experience, they often vent their grievances on social media. This is not only bad for the brand, but it can also influence people's perceptions of it.
In fact, following one terrible customer service experience, 71 percent of respondents in APAC say they would move to a competitor. For many, the opportunity cost consists of revenue loss and missed growth prospects. Businesses cannot afford to take a transactional approach to their customer interactions, according to Adrian McDermott, Chief Technology Officer at Zendesk. He noted that customer service is now a significant difference, but that there are some gaps between expectations and fulfillment, according to this year's report.
Customers are noticing the divide and voting with their dollars – and that's perhaps the clearest signal to businesses that change is required, he continued. According to Wendy Johnstone, Zendesk's Chief Operating Officer for APAC, the region's growing desire for high-quality customer service is clear. Businesses that use the proper techniques to provide an amazing customer experience will be able to differentiate themselves from the competition and expand their client connections.