Two strikes and you're out

Zid, Linda Abu-Shalback
September 2004
Marketing Management;Sep/Oct2004, Vol. 13 Issue 5, p5
This article reports on the research finding, as of September 2004, that U.S. consumers will stand for no more than two negative customer service experiences before taking their business elsewhere. The national survey, commissioned by St. Louis-based billing and customer relationship management product/service provider Amdocs, asked 1,000 consumers about recent experiences in the banking, cable, retail, and telecommunications industries. More than 75 percent of those surveyed said they would hang up on a call to customer service if placed on hold for longer than five minutes, and 75 percent also said they would tell friends and family about negative customer service experiences. A full 85 percent report that negative customer service experiences will drive them to switch providers. When asked to name companies that have given them bad customer service, respondents to another survey had a ready supply of names, with many being telephone and cable companies. Only 13 percent of those surveyed by Connell Associates reported having a completely satisfactory customer service experience, and 45 percent felt most companies provide bad customer service. The survey also found that 93 percent of respondents expected most companies to provide good customer service, and that the quality of customer service directly influences their feelings about the company.


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