2007 Customer Experience Impact Report
IT기획이라는 main job과 거의 동일한 수준으로 CRM을 담당하고 있다보니 이런저런 메일을 많이 받고 있습니다. 오늘 '2007년 고객 경험의 영향'에 대한 간단한 리포트를 받아 읽어 보았는데, 많은 부분이 우리가 인지하던 내용이지만 한번 읽어볼 만한 것이라 원문에서 결과 내용만 추려서 올려 두었습니다.
Sponsored by: © 2007 RightNow Technologies, Inc.
“Today, the success of every business depends on translating knowledge about customers into the reality of the customer experience. If you can’t make it easy and satisfying for people to do business with you, you’ll lose them to someone who does—and quickly.”
Greg Gianforte, CEO of RightNow Technologies
2007 Customer Experience Impact Report
Negative experiences had a bigger impact this year. Results show that 80% of consumers will never go back to an organization after a negative experience, up from 68% in 2006.
The upside: service continues to be a huge differentiator. 51% of respondents cited outstanding service as the top reason they continue to do business with a company. Another 60% said it was the top reason they would recommend a company. Based on results from the second RightNow sponsored survey conducted by Harris Interactive of 2,049 US adults, this report examines how consumers engage with companies, both online and via phone, what frustrates and pleases them and how customer experiences impact their thoughts and actions. This report also uncovers regional differences in how consumers engage with companies and react to various customer experiences.
Connecting with customers across multiple touch points
To understand consumers, companies must first understand how to connect and communicate with them. 60% of consumers cite speaking with a live agent via the telephone as the number one way they want to interact with a company, while 26% said they prefer email. Also, when online, 68% engage with an organization because they need information on a product, service or company. Interestingly, more than half (51%) of those online want the ability to “chat” live via the Web with a customer service representative. Since preferences vary, companies should be prepared to engage with customers and deliver service across every possible channel: phone, email, web, chat and in person.
Consumer’s frustration is affecting behaviour
When contacting a company or organization, consumers are most frustrated when they cannot reach a live human being (68%). Also, 56% find waiting on hold, listening to bad
music or repetitive messages frustrating. Unanswered emails and phone messages frustrates 33% of consumers. Once frustrated, consumer’s behaviour can become aggressive, and they can even feel sick. For example, after a negative experience with a company or organization:
• 80% of US adults decided never go back to that company;
• 74% registered a complaint or told others;
• 47% swore and/or shouted;
• 29% have had a headache, felt their chest tighten and/or cried;
• 13% posted a negative online review or blog entry.
In addition, after a negative customer experience, 34% have fantasised about emailing friends, family or colleagues asking them to boycott the company or organisation. 12% have dreamed of picketing and/or defacing a company/ organization’s headquarters.
The power of positive customer experiences
Making and keeping customers happy may not be easy, but it is well worth the effort: 51% of US adults cite “outstanding service” as the number one reason why they continue to do business with a company, and an additional 60% said the top reason they would recommend a company is “outstanding service.” Despite what many companies assume, outstanding service is more important than low prices and quality products/services.
Delivering the ultimate customer experience
Happy, loyal customers are created one exceptional experience at a time. Keeping these customers also requires outstanding performance in several areas, including:
• Self-service: Customers want to be able to help themselves quickly and efficiently –46% of those online find it gratifying to be able to quickly and easily find the nformation they need online.
• Call center: Arming call centre agents is more important than ever because 60% of consumers prefer speaking with a live agent. Amazingly, 38% claim they have not had a phone-based customer service experience that exceeded their expectations within the past year.
• Multi-channel choice: Customers expect choice and convenience, both are prerequisites for a superior customer experience. While most prefer the phone, 25% of consumers online want to engage with a company via email.
• Feedback: To exceed customer expectations, companies need to know what customer expectations are and take appropriate action. For example, 9% of consumers continue to do business with a company because it cares about customer feedback and takes action to improve service based on customer feedback.
• Responsive: 36% of consumers online said they find it gratifying when email messages are answered quickly.
Consumer strength grows in 2007
Compared with previous research, consumers are even more demanding of excellent customer experiences. In addition to the jump from 68% to 80% of consumers refusing to return to a company or organisation after a negative experience, the number of consumers who will register a complaint or tell others of a bad experience jumped from 67% in 2006 to 74% in 2007.
Previously, 
