Axp 2011 csbar_market

2011 Global Customer Service
Barometer
Market Comparison of Findings

A research report
prepared for:

Research Method
This research was completed online among a random sample of
consumers aged 18+ in: Australia, Canada, France, Germany, India,
Italy, Mexico, Netherlands, the U.K., and U.S.

The sample size for each market is as follows:

U.S. Canada Mexico France Germany

N=1018 N=1060 N=1002 N=1001 N=1000

Italy U.K. Netherlands Australia India

N=1000 N=1016 N=1007 N=1021 N=1002

Interviewing was conducted by Echo Research during February and
March, 2011.

Overall the results in each market have a margin of error of +/- 3.1
percentage points at the 95% level of confidence.

2
© echo

Most businesses have not changed their attitudes
towards customer service
In most markets, fewer than one third of consumers see an ‘increased focus on customer
service’ on the part of businesses in the current economy. However, significantly more
consumers in India (66%) and Mexico (37%) give businesses credit for making the extra effort.
In Italy (36%) and Australia (33%), significantly more consumers think that companies are
‘paying less attention to customer service’ in the current economy compared to other countries.
Consumers in France (51%), the Netherlands (46%), U.K. (45%), Germany and Canada (44%
each) are the most likely to say that businesses’ ‘attitudes towards customer service have not
changed.’
In this current economy do you think that businesses…?
Increased their focus on customer service Pay less attention to customer service Have not changed their attitudes towards customer service

100%
11%
90%
80% 34% 31%
34% 44% 39% 22%
44% 51% 45% 46%
70%
60%
50% 27% 36%
26% 20%
40% 24% 33%
24% 28% 25%
30%
66%

20% 37%
32% 34% 30%
10%
26% 24% 21% 23% 24%

0%
United States Canada Mexico France Germany Italy United Kingdom Netherlands Australia India

Q.T5
© echo Significantly higher than 5 other markets at the 95% confidence level 3 Not Shown: 8% or less Not Sure

Businesses may be meeting, but not exceeding
consumers’ expectations for customer service
One half to three in five consumers across all markets except France (41%) believe that
companies generally ‘meet their expectations’ for customer service. However, at least one in
four consumers in all markets believe that companies usually ‘miss their expectations,’
significantly higher – roughly half – in France (54%) and Mexico (45%).
With the exception of India (11%), fewer than one in ten consumers across all markets believe
that companies generally ‘exceed their expectations’ for customer service. Those in the U.S.
(6%) are more likely to think so.

In general, would you say the customer service experiences
you have with companies usually…?
Exceed your expectations Meet your expectations Miss your expectations
100%
90%
25%
80% 29% 34%
45% 39% 37% 38% 38% 39%
70% 54%
60%
50%
40% 61%
61%
58% 55%
30%
51% 55% 56% 55% 55%
20% 41%
10%
6% 11%
0% 4% 2% 1% 2% 4% 2% 1% 2%

Q.T3

Consumers believe that businesses are generally not
going the extra mile
In most markets, two in five consumers or more believe that companies ‘are helpful, but don’t
do anything extra to keep their business.’ Consumers in Australia (46%) and France (45%) are
the most likely to believe this to be true.
A significantly higher proportion of consumers in India (45%) and Mexico (34%) think that
companies ‘value their business and will go the extra mile.’
In Germany (35%), the Netherlands (31%) and the UK (30%), more consumers believe that
companies ‘take their business for granted.’ While in France (20%), Italy (14%) and Australia
(10%) more consumers think that companies ‘don’t care about their business.’
In general, do you feel that companies…?
Value Your Business and Are Helpful, But Don’t do Anything Take Your Business Don’t Seem to Care
Will Go the Extra Mile Extra to Keep Your Business For Granted About Your Business

100%
90% 11%
18% 10% 12%
18% 22%
80% 24% 20%
34%
70% 45%
45%
60% 37% 42% 46%
42% 36% 33%
50%
42%
40%
41%
30% 21% 34%
35% 23% 30%
20% 26% 31% 25%
22%
10% 11% 20%
14% 9%
7% 6% 7% 9% 6% 10%
0% 4% 4%

Q.T2

Consumers have spent more for customer service

With the exception of France (47%), over half of consumers have spent more with a company
because of a history of positive customer service experiences.
Consumers in Mexico (86%), India (80%), and Australia (75%) are more likely to have done
so compared to those in other countries.

Have Spent More With a Company Because of a History of
Good Customer Service Experiences
100%
90% 86%
80%
80% 73% 75% 75%
70% 63% 65% 64%
59%
60%
50% 47%

40%
30%
20%
10%
0%
Q.T6
© echo Significantly higher than 5 other markets at the 95% confidence level 6

Consumers will spend more with companies that provide
excellent service

Across all markets, over half of consumers indicate that they are willing to spend more with
companies that they believe provide excellent service – significantly more consumers in India
(90%), Mexico (79%) and Australia (73%) say they are willing to do so.
Consumers are willing to spend the most, on average, in India (22% more) and the U.S.(13%
more).

Willing to Spend
More for
Excellent 70% 69% 79% 59% 60% 59% 68% 56% 73% 90%
Service

30% Average % More Willing to Spend With a Company That Provides Excellent Service

25%
22%

20%

15% 13%
12% 12%
11%
10%
10% 9% 9%
8%
7%

5%

0%
Q.T7

Those willing to spend more see value in excellent service
and believe those companies have earned their business
For reasons why they would be willing to spend more with a company that provides excellent
service, consumers in France (38%), Canada and the U.S.(33% each) are most likely to say it
is because those companies have earned their business.
Consumers in Mexico (33%) and the U.S. (27%) are more likely to say that it is because they
place a high value on excellent customer service. Consumers in the Netherlands (35%), India
(34%), Germany, and Italy (29%) are most likely to say it is because excellent service is worth
spending more. In Germany (23%), consumers are more likely to refuse to do business with a
company that provides poor service. And, consumers in India (16%) and Italy (9%) are most
likely to only spend money with companies that provide excellent service.
Why would you be willing
to spend more with a company that provides excellent customer service?
Companies who provide I place a high value on Excellent service is I refuse to do business I only spend money with
excellent service have excellent customer worth spending more with a company that companies who provide
earned my business service to me provides poor service excellent service
100%
90% 16%
26% 25% 22% 26%
33% 33% 31% 30%
80% 38%
70% 24%
18% 22%
60%
22%
33% 24% 23%
27% 22%
50% 18%

40% 29% 29% 34%
16% 19%
19% 18% 35%
30% 18% 22%
20% 10%
19% 23% 18% 23% 23%
18% 20%
10% 14% 12%
16%
4% 5% 5% 6% 5% 9% 6% 5% 5%
0%

Q.T7B: Respondents willing to spend more with a company that provides excellent service
© echo Significantly higher than 5 other markets at the 95% confidence level 8 Not Shown: 2% or less None of These

Some consumers expect excellent service and do not
believe they should have to spend more to get it
Greater than one third of consumers who would not be willing to spend more with a company
that they believe provides excellent customer service say it is because they expect excellent
service and should not have to spend more to get it. Consumers in Mexico (60%) and
Germany (55%) are significantly more likely to feel this way.
Other consumers say that their lack of willingness to spend more comes down to money. One
in five or more say that prices for goods and services are already too high – in India it is
significantly higher (33%). And, with the exception of Mexico (2%), one in ten or more say that
they can’t afford to spend more.
Why would you not be willing
to spend more with a company that provides excellent customer service?

I expect excellent service and Prices for goods and services I can’t afford to My expenses have gone up
should not have to spend more are already too high
100%
90%
80%
42% 45% 48% 45% 46%
70% 48% 55% 37%
60% 49%
60%
50%
40% 23% 23% 20%
25% 28% 25% 33%
19%
30% 22%
26%
20% 22% 21% 24%
18% 11% 17% 19% 10%
10% 2% 14%
9% 8% 10% 5% 6% 10% 7% 8% 6% 10%
0%

Q.T7A: Respondents not willing to spend more with a company that provides excellent service
© echo Significantly higher than 5 other markets at the 95% confidence level 9 Not Shown: 10% or less None of These

Most consumers want to resolve their issues by speaking
to a real person, either on the phone or face to face
Significantly more consumers in India (92%) would like to resolve their customer service issues by speaking
with a real person on the phone. Those most interested in dealing with a person face to face are in India
(87%), Australia (85%) and Mexico (83%) . Consumers in India (81%) and Italy (74%) are more interested in
using a company website or email to address their issues. Online chat/instant messaging is preferred among
more consumers in India (73%), Mexico (72%), France, Italy (54% each) and the U.S. (47%). Consumers
most interested in resolving issues through text messaging or social networking sites are those in Mexico
(39%;41%), Italy (48%;34%), and India (65%; 59%).
Very/Somewhat Interested in Resolving Customer Service Issues Using the Following Methods

Ger- Nether- Austra-
U.S. Canada Mexico France Italy U.K. India
many lands lia

Speaking with a 'real'
90% 89% 91% 79% 80% 84% 90% 71% 90% 92%
person on the phone

Face to face 75% 80% 83% 78% 57% 76% 79% 72% 85% 87%

Company website or
67% 65% 71% 71% 73% 74% 72% 60% 68% 81%
email

Online chat/instant
47% 38% 72% 54% 36% 54% 38% 30% 33% 73%
messaging

Text message 22% 17% 39% 22% 17% 48% 26% 11% 22% 65%

Social networking
22% 20% 41% 21% 21% 34% 19% 17% 19% 59%
site
Using an automated
voice response 20% 13% 36% 17% 14% 27% 10% 6% 10% 49%
system on the phone

Q.T8

Customer service experiences have an impact on
consumers’ impression of a company’s brand

Consumers in India (76%), Italy (56%) and Mexico (55%) are significantly more likely to say
that a good customer service experience has the most impact on their impression of a
company’s brand.
Conversely, consumers in Australia (55%), the U.K. (54%) and Canada (49%) are significantly
more likely to say that it is a bad experience with customer service which has the most impact
on their impression of a company’s brand.

How does customer service impact
your impression of a company’s brand?
A good customer service experience A bad customer service experience has Customer service experiences do not
has the most impact on my impression the most impact on my impression of a have an impact on my impression of a
of a company’s brand company’s brand company’s brand
100%
90%
80%
40% 41% 39%
47% 41% 46%
70% 55% 49%
56%
60% 76%

50%
40%
30% 49% 45% 54% 55%
44% 43%
39% 41%
20% 32%
20%
10%
5% 8% 5% 9% 7% 6% 5% 4%
0% 3% 3%

Q.N3
© echo Significantly higher than 5 other markets at the 95% confidence level 11 Not Shown: 6% or less None of these

Consumers will switch brands to get better customer
service

Over half of consumers in each market would try a new brand or company in order to get
better customer service. Consumers in Italy (56%) and Mexico (55%) are especially likely to
say that they would try a new brand or company.
Consumers who say they would travel a longer distance for better customer service are most
likely in India (29%).

Which of these areas would you be willing to
trade-off in order to get better customer service?
I would sacrifice convenience I would travel a longer distance I would try a new brand or company

100%
90%
80%
56% 55% 52%
70% 59% 63% 58% 62% 61% 60%
64%
60%
50%
40%
25% 25% 29%
30% 22% 23% 20%
22% 26% 18% 28%
20%
10% 19% 20% 18% 18% 19% 20% 19%
15% 12% 13%
0%

Q.N2

Good customer service leads to repeat business
In all markets, roughly nine in ten consumers or more agree that they are more likely to
purchase a gift for someone from a company after having a good customer service experience
– France (85%), and the Netherlands (84%) are the exceptions.
A significantly higher proportion of consumers in the U.S., India (95% each), Australia and the
U.K. (94% each) agree that a good customer service experience makes them more likely to
purchase a gift for someone else from that same company.

Having a good customer service experience with a company makes me
more likely to purchase a gift for someone from that same company.
Strongly/ Strongly Agree Somewhat Agree
Somewhat
Agree 85% 84% 94% 95%
95% 91% 93% 90% 89% 94%
100%
90%
80%
45% 39% 40%
70% 43% 50% 45%
44%
60% 53% 61% 50%
50%
40%
30%
50% 54% 55%
49% 45% 45% 48%
20%
32% 30% 34%
10%
0%

Q.N1

Poor service leads to lost sales

Across all markets, the majority of consumers indicate that they have not completed a
transaction or made an intended purchase because of poor customers service – significantly
more consumers in Mexico (89%), Australia (86%) and Canada (85%) are most likely to
agree.

Have not completed a business transaction or
not made an intended purchase because of poor customer service
100%
89%
90% 85% 86%
80% 81% 80%
78% 78%
80%
69%
70%
59%
60%
50%
40%
30%
20%
10%
0%
Q.N9

Poor service leads to lost sales online as well

To a lesser extent, consumers have also cancelled online purchases because of poor
service as well. In most markets, roughly two in five consumers report doing so. However,
significantly more consumers in Mexico (75%), India (59%) France (53%) say that they have
cancelled an online purchase or shopping experience because they were not satisfied with
the service provided. Only 34% in the Netherlands have done so.

Have cancelled an online purchase or shopping experience
because you were not satisfied with the service experience
100%
90%
80% 75%
70%
59%
60% 53%
50% 43% 44% 44%
39% 41% 40%
40% 34%
30%
20%
10%
0%
Q.N10

Consumers are likely to tell others about their good
customer service experiences
With the exception of Germany (26%), greater than two in five tell other people about their
good customer service experiences all of the time.
Consumers in the Netherlands and Germany are the least likely to tell others about their good
service experience (each 10% rarely/never) and tell the fewest number of people (7 and 8
people on average, respectively). On the other hand, consumers in India tell the most people
(32 on average) about their good experiences, and do so most frequently (67% all the time).

How often do you tell
other people about your good customer service experience?
All the time Sometimes Rarely Never
Avg # people
they tell 9 9 11 8 8 14 9 7 10 32

100%
90% 26%
80% 44% 43%
48% 49% 45% 49%
52%
70% 58%
67%
60%
50%
40% 65%

30% 50% 44% 51% 45%
46% 42% 46%
20%
38%
31%
10%
4% 4% 8% 6% 7%
2% 5% 3% 2% 2% 2% 5% 3% 4%
0% 1% 1% 1% 1% 1%
Q.N6/6a


Consumers are more likely to tell others about their poor
customer service experiences

Significantly more, three in five or greater, tell other people about their poor customer service
experiences all of the time – with the exception of Germany (47%) and India (56%).
Consumers in Mexico do so most frequently (70% all the time).
Consumers in India, Italy, and Australia tell the most people (35, 27, and 23 on average,
respectively) about their poor experiences.

How often do you tell
other people about your poor customer service experience?
All the time Sometimes Rarely Never
Avg # people
they tell 16 16 19 15 13 27 19 15 23 35
100%
90%
80%
47%
70% 59% 63% 60% 56%
62% 64% 62% 65%
70%
60%
50%
40%
30% 46%
35% 33% 36%
20% 32% 30% 31% 33% 31%
27%
10%
4% 3% 4% 6% 5% 3% 5% 3% 6%
0% 2% 2% 3%
0% 2% 1% 2% 1% 2% 1% 2%
Q.N6b/6c


Customer service professionals play a major role in
providing an excellent experience for the consumer
Roughly two thirds of consumers in the U.S. and Canada are most likely to say that in their best experience,
the customer service rep was able to solve the problem - while in the Netherlands, under two in five said this
was a factor in making it a good experience. Those in the U.S., Canada, Mexico and India are most likely to
say that addressing their issue in a timely manner was a factor. Consumers in Canada and Mexico are most
likely to say that a rep taking accountability makes for a good customer service experience, while those in
Mexico, Italy, Australia, and India are most likely to cite a customer service rep’s follow-up after the issue
was resolved. In the best customer service experience you’ve ever had with a customer service professional
dealing with an issue or concern, the representative…

many lands lia

Was able to solve the
66% 63% 59% 55% 53% 48% 57% 37% 56% 56%
issue
Was friendly and
listened to my 65% 64% 55% 55% 51% 40% 59% 36% 62% 60%
concerns
Addressed my issue
or concern in a timely 63% 65% 60% 53% 21% 34% 49% 26% 57% 58%
manner
Made me feel like
they valued my 59% 61% 42% 37% 48% 30% 49% 27% 56% 51%
business
Went above and
beyond in addressing 53% 51% 58% 16% 45% 25% 39% 41% 47% 35%
my issue
Took accountability
for dealing with the 43% 47% 53% 34% 32% 37% 37% 32% 45% 44%
issue
Followed up when
the issue was 41% 38% 51% 30% 18% 47% 34% 14% 45% 48%
resolved
Q.N4

Customer service reps may need to work a little harder
to provide good service
In most markets, seven in ten consumers or greater agree that when they treat a customer
service professional in a friendly and respectful manner they usually get better service in return –
with the exception of France (66%).

However, service professionals may have some work to do: across markets, half of consumers
only somewhat agree that this is the case, with the exception of Mexico (32%) and India (40%).

When I treat a customer service professional in a friendly and
respectful manner, I usually get better service in return.
Strongly/ Strongly Agree Somewhat Agree
Somewhat
Agree 66% 75% 87% 90%
88% 88% 91% 72% 76% 85%
100%
90%
80%
32%
70% 40%
48% 48% 51%
60%
56%
50% 50%
54%
57%
40% 51%
30% 59%
50%
20% 40% 40% 36%
26% 29%
10% 21%
15% 15%
0%

Q.N7

Consumers lose their temper with customer service
representatives

Across all markets, with the exception of Germany (37%), at least half of consumers admit
to having lost their temper with a customer service representative – significantly more
consumers in Mexico (86%), France (75%), India (73%), and Italy (68%) are most likely to
agree.

Have you ever lost your temper
with a customer service professional?
100%
90% 86%

80% 75% 73%
68%
70%
61% 61%
60% 56% 57%
51%
50%
40% 37%

30%
20%
10%
0%
Q.N8

Consumers who lose their temper express themselves
in a variety of ways
Among those who lost their temper with a customer service professional, consumers in the U.S., Canada,
U.K. Australia, and India were most likely to say they insisted on speaking to a supervisor. Consumers in
Mexico were most likely to hang up the phone. Consumers in Canada, Mexico and France were most likely
to threaten to switch to a competitor, while those in Mexico and India were most likely to demand to know the
service professional’s name. Consumers most likely to use profanity were in the U.S. and Canada.

Which of the following have you done when you lost your temper with a customer service professional?

many lands lia

Insisted on speaking
74% 64% 49% 52% 48% 37% 69% 33% 64% 63%
with a supervisor

Hung up the phone 44% 41% 61% 29% 34% 29% 38% 42% 44% 39%

Threatened to switch
39% 43% 31% 51% 38% 33% 39% 18% 36% 35%
to a competitor
Demanded to know
the customer service 31% 26% 40% 24% 34% 30% 32% 33% 27% 41%
professional’s name

Used profanity 16% 16% 13% 2% 7% 7% 8% 8% 12% 11%

Stormed out of the
13% 15% 35% 13% 10% 15% 12% 3% 17% 19%
store

Q.N8a Respondents who have lost their temper with a customer service professional

Consumers are annoyed by typical scripted
responses used by customer service professionals
Consumers in Mexico and France are especially annoyed when they are asked to hold or to
call back at a another time (42% and 49%, respectively). In the Netherlands, consumers do not
like to hear that their call has progressed in the queue and will be attended to by the next
available operator (32%). Consumers in the U.S., Canada, U.K., Australia, and India do not like
to hear, “your call is important to us, please continue to hold.”
Which of the following phrases frequently used by customer service professionals do you find most annoying?

many lands lia
We’re sorry, but we’re
experiencing unusually heavy call
27% 27% 42% 49% 27% 31% 30% 25% 24% 15%
volumes. You can hold or call back
at another time.
We’re unable to answer your
question. Would you please call
this number so that you can speak 27% 27% 31% 26% 32% 26% 25% 27% 26% 23%
with a representative from another
team
Your call is important to us, please
26% 26% 11% 2% 6% 10% 28% 3% 26% 34%
continue to hold.

Can you please repeat your
7% 6% 4% 5% 2% 5% 4% 3% 5% 5%
account information?

Let me check with my supervisor. 5% 5% 4% 4% 4% 6% 4% 5% 3% 8%

Your call has progressed in the
queue and will be attended to by 5% 6% 7% 12% 24% 19% 8% 32% 13% 14%
the next available operator.

Q.N13

Small businesses do customer service better than
large businesses

In nearly all markets, the majority of consumers believe that small businesses place a greater
emphasis on customer service than large businesses. Consumers are most likely to agree with
this idea in Canada (82%), the U.S. (81%) and India (80%).

Compared to large businesses, do you think the emphasis small
businesses place on customer service is…?

Greater No different than large businesses Somewhat greater Much greater
Emphasis
81% 82% 81% 77% 81% 77% 82% 81% 81% 80%
100%
90%
80% 35% 28%
43% 42% 40% 39% 40%
44% 43% 47%
70%
60%
50%
40% 49%
45%
39% 40% 37% 43% 41% 33%
30% 37% 38%
20%
10% 17% 16% 18% 17%
15% 14% 13% 14% 12% 15%
0%

Q.N12

Negotiating with a customer service professional is
preferred over other difficult interactions
Consumers in most countries indicate that negotiating with a customer service representative
is preferred over spending the holidays with the in-laws, asking their boss for a raise, giving a
public speech, or telling someone else’s kids to behave in a store.
Slightly more in the U.S., Canada, and Italy prefer spending time with their in-laws over
negotiating with a customer service professional.

Rank the following interactions in order of preference from “1” most preferred to “5” least preferred.

Ranked 1st or 2nd Ger- Nether- Austra-
most preferred. many lands lia

Negotiating with a
customer service 58% 58% 54% 59% 71% 47% 68% 62% 64% 57%
professional

Spending the
63% 62% 32% 52% 39% 52% 50% 46% 49% 40%
holidays with in-laws

Asking your boss for
35% 31% 50% 37% 31% 48% 35% 45% 37% 50%
a raise

Giving a public
speech to hundreds 25% 29% 42% 24% 28% 35% 24% 27% 27% 32%
of people
Telling someone
else’s kids to behave 20% 20% 23% 28% 31% 18% 24% 21% 24% 21%
in a store

Q.N11
© echo 24

Axp 2011 csbar_market

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