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Verint Researches Customers' Position on Brand Loyalty Across Nine Countries

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Verint Researches Customers' Position on Brand Loyalty Across Nine Countries

October 15, 2015

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By Joe Rizzo,
Contributing Writer
 


There has been a noticeable interest in customers’ attitude toward how they are treated by companies. With assistance from Ovum (News - Alert), and analytic firm and research company Opinium, Verint Systems Inc. conducted a rather large study to find out what consumers need for companies to gain their trust. Verint (News - Alert) has partnered with Ovum to launch a new report titled “The New Rulebook for Customer Engagement,” which looks at what makes for a good customer engagement.


Verint Systems is an analytics company that sells software and hardware products for security, surveillance and business intelligence. Their products are designed to assist clients in data analysis, specifically large data sets. The firm’s recent survey definitely falls into that group as 18,038 consumers were surveyed across the U.S., U.K., Germany, France, The Netherlands, Poland, South Africa, Australia and New Zealand.

“This study is a wake-up call for brands looking to revamp their customer service to cater to today’s more demanding and better-informed customers,” said Jeremy Cox (News - Alert), principal analyst of customer engagement at Ovum. “While brands have the ability to precision-target highly personalized communications for every single customer, the study shows what people around the world actually value most are the basics—questions answered with minimal effort on their part. Brands, therefore, have a fine balance to strike between the customized and impersonal service they deliver. Customers expect to be recognized, but will have adverse reactions if they feel stalked.”

It should come as no surprise that almost 90 percent of the respondents said that good service makes them feel more positive about the brands with which they engage. More and more we are seeing that a company which provides a good customer experience will not only keep its customers satisfied, they are also more likely to get referral business.

This can be seen in the fact that the research found just how important a good experience can be with respect to a customer’s attitude toward a company’s brands. It seems that 61 percent of respondents said they would tell friends and family about their experiences.

A fact that is evident to everyone is that companies are gathering more information on a daily basis. While this data can be used as a predictive analytic tool to better serve their customers, almost 50 percent of the respondents expressed concern as to how all of this data is actually being used.

The suggestion is that there should be a new rule book for customer service. The goal is geared toward making life easier for people. Only 20 percent feel that they want companies to understand their mood and cater to them accordingly.

Rather than focus on personalized service, customers want their questions satisfactorily answered. The last thing that I want to hear when I call with a question is, “I’ll ask someone.” This shows that not only do the representatives not know their customers, but they also do not know their company.

While it is true that customers do not expect, nor really want personalized service, the feeling is that going the extra mile to understand what they want and need will go a long way in terms of meeting their expectations.




Edited by Rory J. Thompson
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