Customers unsatisfied with complaint response
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The majority of consumers are unsatisfied with the speed a complaint is responded to and resolved, new research has found.
In the results from eDigitalResearch, only 44% of customers said they heard back from a company within 24 hours and another 12% said it took more than a week to be contacted. However when the customer had praised the company the 24-hour response rate went up to 68% while 17% did not hear anything back.
Around 58% of customers got in touch with businesses by email while 31% chose to call the company direct, with the latter remaining the most popular when complaining.
Speaking to Travel Daily recently, Nick Peart, marketing director EMEA at Zendesk said it is natural that companies will respond to communication that is positive but should aim to get in touch with all customers as soon as possible.
“Customer service is certainly a hard job and nearly always starts as a negative,” he explained. “Dealing with the 5% of positive feedback is easy but others are more difficult and sometimes companies make this harder on themselves by having different teams for different communication channels”.
He encouraged customer service departments to put a speedy response time as their main strategy to improve customer satisfaction.
“The number one priority for customer service directors or departments is to set when the first proper response time is, and that does not include the automated message,” he added. “We have seen in our clients that once this becomes the priority the customer satisfaction goes up.”
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