The report was based on data from a survey conducted in July and August 2015 of 18,038 consumers in Australia, France, Germany, the Netherlands, New Zealand, Poland, South Africa, the United Kingdom, and the United States.
Survey participants were asked: "Thinking about a recent positive experience you had with a company, what made this experience better than your experiences with other companies?"
Nearly half (46%) of respondents said the organization dealt with their request quickly, the top answer by a good margin.
Other important customer service elements cited by consumers were the following:
- Understanding their issues and history (30%)
- Speaking with a person who had the authority to make decisions without consulting a manager (29%)
- Not having to interrupt their day for too long to deal with the issue (26%)
Some 61% of respondents say they would tell friends and family about an excellent customer experience; 38% say they would write a positive review.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji