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Customer Service: The Key Differentiator
 TMCnet Assistant Editor
If you thought having the best, most innovative and price effective product or service in the market was a driving force in your success—think again. New survey results released by Verint ( News - Alert) Systems and conducted by Harris Interactive confirm what CRM advocates have long preached-- customer experiences and relationships are indeed the defining point for success.
According to the findings of the poll, consumers not only value the customer service they receive, they also share the experiences, good, or bad, with others. This in itself has the potential to negatively, or positively impact success.
Respondents also noted that they were less concerned with the best, most flashy or innovative offering, if that meant sacrificing quality customer service.
“Recognizing the need to deliver a superior customer experience, today’s forward-thinking organizations are investing in customer-centric management strategies and solutions, which enable them to enhance business processes to more effectively address customers’ wants and needs,” commented Nancy Treaster, senior vice president and general manager, Verint Witness Actionable Solutions in a statement.
Verint Systems view of the customer-centric enterprise includes a move away from the product centric approach to focus more centrally on the customer—their needs and their experiences. Verint notes, this is the only way to drive customer loyalty in today's highly competitive marketplace.
“The results of this survey clearly demonstrate the need for actionable intelligence generated across traditional customer interaction points – including contact centers, branches and back-office operations – as highly critical for consumer-facing businesses,” also commented Treaster.
The survey which was conducted online and surveyed 2,333 adults aged 18 and over in the US uncovered the following statistics:
-88 percent found a company with good customer service more enticing than one with the hottest, most innovative product offerings.
-Only 12 percent preferred a company with the hot, innovative product.
-90 percent reported that, on average, they tell at least one person about a bad customer service experience, and 85 percent tell multiple people.
-88 percent of customers told at least one person and 81 percent told multiple people about a good customer service experience.
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