Customer service as important in online interaction: Survey

With the number of people shopping online increasing exponentially, having a customer-focused online presence has become an imperative for companies, the results of a survey by American Express, 2014 global customer service barometer, show.

According to the survey, many people now prefer using company websites and social media for customer service-related queries. However, for complex issues, many prefer having a human interaction.

For simple enquiries, 18 per cent of the respondents said they prefer using a company website or email, whereas 14 per cent favour its social networking site.

For more complex issues, about 25 per cent of consumers prefer speaking with an executive on the phone.

"Businesses can build advocates by delivering outstanding service, and companies that do this consistently understand that exceptional service is a real competitive advantage. The highly-networked Indian customer presents a phenomenal opportunity, as he wields a wide sphere of 'word of mouth' influence and is also willing to pay a premium to companies providing great service. So focusing on delivering outstanding service will ultimately help companies grow," said Sanjay Rishi, president, American Express South Asia.

About 20 per cent said companies are missing on their expectation for service, significantly down from 25 per cent in 2011. The number of respondents who believe companies exceed their expectations has risen to 13 per cent in 2014, up from 11 per cent in 2011.

"The best way a company can stand out and exceed consumer expectations for customer service is to provide products and services that meet their needs as a customer," American Express said in its survey.

The survey also shows it is an opportune time for companies to step up their focus on customer service, as this has become an important parameter for buyers while staying with a company.

Eighty six per cent of the customers said they are willing to spend more time with a company that they believe provides excellent customer service. In fact, providing good customer service is one of the top-three parameters one looks at while doing business.

The survey covered 1,000 respondents above the age of 18.

"Providing excellent customer service not only helps companies maintain loyal customers, but it attracts new customers, too," the survey noted.

The survey was conducted in August-September 2014.