of Poles are dissatisfied
with customer service!
Each of us has to visit a representative of some company at some point in our lives. Whether we need to extend a contract, purchase a new product, or merely get some information - all of these activities involve contacting a person representing the company. Sadly, it turns out that even taking care of these seemingly simple matters means facing many different problems.
Customers avoid poor service.
In order to get to the bottom of the case, we conducted a CAWI survey, which involved nearly 700 people, using Biostat's software. Of the respondents, 67% experienced poor customer service within the past 12 months, and 30% decided immediately after that they should just give up the service that they just had a bad experience with.
Just as important is the fact that as many as 75% of the respondents have stopped their cooperation with a poorly performing company after a second ineffective attempt to establish a common language. We see how important it is to know your customers' needs, and to find the right approach towards them - and that is something that consumer research can help with, by determining the brand's status on the market, using, among others, customer feedback, marketing effectiveness and consumer shopping preferences. We must keep in mind that 68% of Poles share their negative purchasing experiences with at least four people, including friends and family, so negative opinions spread very quickly indeed - and it is necessary to act even quicker.
How to improve the situation?
Matching the product to the customer is only half of the win, it is also imperative to perfect its sales systems. Mystery shopping can be helpful with gathering tangible information about what is important to attain the goal of perfect communication with the customer. A satisfied customer can - and will - pay more. As many as 50% of Poles said that they were willing to spend more money on a product with better quality of service than that of its competition. Most respondents were willing to spend 21-30% more on a product that was simply nicer to buy.
The current level of customer satisfaction in Poland is definitely too low, especially as there are many simple ways of improving it. The right product and the right method of sales are the keys to profitability, and they are within your reach - you just have to use the right research to obtain them.