These tough economic conditions are making customers look for more from their suppliers, and apparently, they are not delivering! A new survey from Sage UK, has outlined that of over 2,000 UK consumers who were asked, 47% believed the current economic conditions had led them to place a higher emphasis on the overall customer experience companies offer.
However only 22% felt British businesses had made more of an effort to 'go the extra mile' for their customers during the recession, and 24% said they thought companies were actually making less of an effort!
What's also interesting is, that they are becoming more 'choosy' and less forgiving! The financial squeeze makes consumers ever more selective with their purchases, and businesses are given on average one chance to make amends for a disappointing experience. Crucially, for 30% of consumers there are no second chances when a company falls short the first time around.
Apparently, there are regional differences across the country with customers in East Anglia being the least tolerant of a disappointing customer experience - only 36% saying they would give a company just one chance to impress. However, 75% of Londoners are apparently the most willing to put up with a disappointing customer experience, and would give a company at least a second chance.
Younger customers are more forgiving - 74% of 18 to 25 year olds would be prepared to give one more chance to a company that delivered a one-off. disappointing experience. Older customers are far less tolerant, with 41% of respondents in the over 55s age-group saying they would abandon a company entirely after just one underwhelming experience.
Apparently men are more likely to prioritise speed and efficiency when judging customer experience, while women are more likely to favour companies that took the time to get to know them and understand their wants and needs.
So for you East Anglian businesses serving 'old men', make sure that you are speedy and 'on your guard' - you won't get a second chance!
Serously, whether you're in Norwich or not, customer expectations are rising - they want businesses that:
- Are 'easy to buy from and deal with'
- Personalise the customer experience
- Strive to go the extra mile
How do you measure up? For a few ideas, have a look at my 'What Exactly Is Customer Delight' guide - available as a free download here!