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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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Consumer Impatience Index reveals horrible truth

Consumers' patience with the companies and brands they deal with has, in some cases, shortened from 10 days to just 10 minutes in the space of one generation, according to the UK Impatience Index, compiled by Omnibus Research for customer service systems provider KANA Software.

The proliferation of digital devices and social networks has transformed British consumers' tolerance of waiting times. What KANA calls the "expectation reflex" has truncated, in a generation, responses measured in working days to a matter of minutes.

"Little more than a decade ago, 10 working days was the conventional commitment of businesses and organisations when responding to complaints; and also the span of consumer tolerance. But this no longer applies," said David Moody, head of worldwide product strategy for KANA.

KANA asked a statistically representative sample of UK adults how frequently they checked for communication responses on their devices. Among the survey's most significant findings:

The most frequently checked devices across all age groups were as follows:

  1. Email on smartphone - every 36 minutes;
  2. Checking Twitter for replies - every 39 minutes;
  3. Checking phones for texts - every 48 minutes;
  4. Checking for mixed calls - every 49.25 minutes;
  5. Checking PC or laptop for email - every 54 minutes;
  6. Checking Facebook for messages - every 57 minutes;
  7. Checking voicemail - every 1 hour, 5 minutes.

Not surprisingly, the frequency with which consumers check for messages or responses on any device or channel varied by age:

"In the past ten years, organisations have lost the 'time shield' previously offered by postal services. The sense that a letter was on a journey and could be anywhere between the sender and the recipient has been lost," said Moody. "Our impression today as consumers is that as soon as we press the 'Send' button, someone should be reading our complaint and working out how to respond. If we don't hear back quickly, our impatience rises."

Public-facing organisations therefore need to recognise that the adoption of social channels is shortening the customer service process and, with smartphones acting as digital umbilical cords, the modern consumer is always connected. "In other words," Moody concluded, "for customer service desks, 'working days' are an outdated concept."


Sources: KANA Software /
The Marketing Factbook.
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    Categorised as:

  • Customer Experience
  • Customer Loyalty
  • Knowing The Customer
  • Marketing Know-How
  • Marketing Technology

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.

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)
 
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