Verint® Systems Inc.
(NASDAQ: VRNT) today announced results from a new customer satisfaction survey of more than 7,000 consumers throughout the United States, United Kingdom, France, Germany, Poland and Russia. The research explores consumers’ attitudes on services provided by organizations in five sectors (phone, TV and broadband services, financial services, retail, utilities and public services) worldwide. Key findings paint a picture of consumers that increasingly value service, are less responsive to conventional marketing approaches and are ready to share their views on social media.
Service as Important as Price by a Two-to-One Margin
Of consumers polled, 48 percent disagreed with the statement “price is the only thing that matters to me—service is secondary.” However, 22 percent agreed with the statement, indicating by more than a 2-to-1 margin that service is as important as price. Geographies that had the highest responses to service being as important as price, in order, were: Germany, France, Russia, United States, United Kingdom and Poland.
Less than Half Feel Satisfied with the Customer Service Experience
In totaling all scores, a mere 49 percent agree that they feel satisfied with the customer experience they receive, while 26 percent remain indifferent. Net satisfaction scores were highest in retail (67%), followed by phone/TV/broadband (53%), utilities (49%), financial services (47%) and public services (28%).
Forty Percent Likely to Voice Experiences via Social Media
Forty percent of respondents indicated they’d share either a positive or negative experience via social media. Overall, Facebook, with 19 percent, remained the main social media vehicle for sharing opinions, followed in order by blogs and websites (11%), Twitter (5%), YouTube (4%) and LinkedIn (1%).
“This study clearly shows that there is much more to customers’ actions than merely price sensitivity, even in the current economic climate. As pricing and marketing efforts have declined in importance and effectiveness, customer service has risen,” shares Nancy Treaster, senior vice president and general manager, strategic operations, Verint Enterprise Intelligence Solutions
. “Verint believes this reinforces a need for organizations globally to adopt a customer-centric management strategy through which customers’ wants and needs drive a company’s business processes. Customer service needs to gain further adoption as a key strategic initiative in moving the needle for satisfaction which, according to this survey, still has significant room for growth. It’s clear in industries where consumers have more choice that service is seen as a competitive differentiator.”
Additional Research Findings:
Retail Provides Best Holistic View of the Customer
The retail sector seems to have the greatest view into the customer, and overall, most organizations rated fairly positively in response to the question, “I felt the representative I spoke to didn’t have access to all the information they needed at the time that I contacted them.” Retail had the lowest negative score (10%), followed by utilities (14%), financial services (15%), public services (19%) and phone/TV/ broadband (20%).