The influence of customer service on a company’s post-purchase buying behavior cannot be overstated. In a recent study conducted by Dimension Research on behalf of Zendesk, results clearly demonstrate the importance of maintaining good customer feedback and how it influences a customer’s purchases in the future. On the other hand, negative experiences/reviews can also reduce sales from the current customer as well as other potential customers.
In the field of customer service, you may have often heard people talk about the popular adage “the first impression is the last impression”. In 2013, these little words of wisdom are the key drivers of a company’s future success rate. This can be seen in the study by the fact that 24% of respondents were likely to make repeat purchases within the next two years on the basis of a favorable initial experience with a company. On the other hand, 37% of respondents were likely to stop purchases for a minimum period of two years if a negative impression was formed at the start.
Certain social groups are more likely to avoid products from companies with negative impressions. Results show that the highest avoiders are the elite/high-income (79%) and the lowest are women (45%). This could possibly be due to the fact that the rich have more alternatives to choose from and tend to have a higher rate of switching between brands and products.
In an age dominated by the rapid spread of information via social media platforms, good client feedback is vital. It plays a role in how fast reviews are spread, as well as purchasing decisions. In the study, 95% of respondents were likely to report bad experiences as opposed to only 85% who were like to report good ones. Furthermore, 88% of the surveyed group were likely to be influenced by these positive and negative impressions while making online shopping purchasing decisions.
The importance of customer feedback in customer service has increased exponentially due to social media and the fast pace that information spreads. This is demonstrated by the fact that 55% of participants were willing to switch to different brands if they had a bad experiences. The research presented in this infographic highlight that to succeed in the future, you need to do everything in your power to guarantee great customer service and positive reviews.
Infographic courtesy of Zendesk