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Have you seen The Customer-Focused Marketing Playbook?

This comprehensive and practical guide to the latest ideas in customer-focused marketing hands you over 200 packed pages of strategy, best practices, do's and don'ts, practical know-how, facts and figures, and ideas to optimise your marketing strategy, boost sales, market share, increase ROI and profit.

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Customer service is key word-of-mouth driver

More than 80% of British consumers tell their friends, family and colleagues about their good and bad customer experiences, with three times as many passing on news of bad experiences compared to good experiences, according to a survey by the Consumer Forum.

With nearly all of the survey's respondents saying that bad customer service would compel them to take their business elsewhere, the implications for businesses are clear.

The Consumer Forum questioned thousands of consumers about everything from their experience of online retailers to which brands they rated most highly and which services they hated the most.

What makes good customer service
Consumers' views about what makes 'good customer service' included:

Nearly two-thirds (60.9%) of respondents said that "a personal response to their issue" was most important, while 44.3% cited "speed of response" as an important factor;
57.6% felt that the best customer service is delivered in face to face situations;
56.9% felt that they receive the worst customer service by telephone;
Nearly one third (31.7%) said that "rude staff" would be most likely to drive them to make a complaint.

The effects of good customer service
Consumers' views on the effects of good customer service included:

98.4% of respondents said that a good customer service experience would increase their loyalty to a brand;
97.7% said that experiencing bad customer service would compel them to take their business elsewhere.

E-retail customer service
Consumers' views about the level of customer service offered online included:

49% of respondents said they had seen an improvement in customer service since the introduction of the internet, while 51% said they had experienced a decline in customer service;
Surprisingly, nearly one third (31.5%) cited "online customer service" as being the best - more than twice as many as those who cited "telephone customer service" (15.5%).

When asked to give an example of excellent customer service, online brands Amazon and eBay were frequently cited, with John Lewis and Marks & Spencer being regularly cited as popular high-street retail brands.

Sources: The Consumer Forum / The Marketing Factbook.
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Categorised as:

Customer Experience
Customer Loyalty
Knowing The Customer
Marketing Know-How

Have you seen The Customer-Focused Marketing Playbook?

Learn the insider's tricks and techniques to turn every customers into a 'super spreader' for your brand. It's better than free advertising. Once you start this ball rolling, your brand can grow rapidly through word-of-mouth, advocacy, influencers, and customer loyalty. Super-charge your company's marketing strategy, build up your market share, and make more sales through repeat business and customer loyalty.

Find out what works - and what doesn't - and who's succeeded, and how they did it. See how the world's top brands keep their competitive edge against all odds.

The Customer-Focused Marketing Playbook walks you step-by-step through the techniques, metrics, reporting, analysis, marketing models, technologies, tools and innovations for successful marketing strategies - both traditional and emerging - with expert guidance from thought leaders in every major market. Find out the best ways to gather, analyse, and act on customer data to increase profitability, build your brand, empower your customers, beat the competition, reduce churn, and increase customer profitability. This is a marketing book you simply can't afford to be without.

This book aims to hand you all the facts, figures and research data you need for the best decisions for a more profitable, more engaging marketing strategy. It also highlights all the facts, forecasts and trends identified by our experts from the global Marketing Factbook's vast database of market data, news, studies, research and articles, and presents you with an invaluable library of ideas and practical support you can call upon at will.

With The Customer-Focused Marketing Playbook at your side, you'll have instant access to a true goldmine of easily adaptable and up-to-date strategies, walk-throughs, trends, research and market data, plus all the supporting arguments you need to build a solid, profitable marketing strategy.

Get it on Amazon (Kindle/Print)