Affluent Indians willing to pay premium for better customer service: Survey

Talking to customer service exec over a phone is most preferred mode of communication for customers

Affluent Indians are willing to pay a premium of up to 40% for a brand in return for better customer service, finds a survey instituted by American Express. Highlighting the significance of customer service experience in retaining affluent customers, two-third of those surveyed said they are likely to discontinue using a brand due to poor customer service.

The online survey was conducted by Kantar IMRB (on behalf of American Express) among 1,577 affluent Indians across Hyderabad, Chennai, Bangalore, Mumbai, Pune, Kolkata and Delhi/NCR in July this year. The aim of the survey was to gain insights on the role that