Close

Choose a country

United KingdomEnglish
South AfricaEnglish
IndiaEnglish
InternationalEnglish

Customers will spend more if they receive great service

Blog
21st July 2017

More than a decade ago, there was a consumer backlash in some industries against the offshore outsourcing of contact centres. Some customers complained that they did not want to talk with advisors far from home. I can remember a few very smart companies back then experimenting with the option to speak immediately to an offshore advisor or to wait until a local advisor could be located. The customer was given the choice.

The results I remember then were that most customers wanted immediate service and would not wait for a local advisor, so although there was a lot of noise about offshoring, when it came down to actual calls most customers just wanted a fast service. Things have moved on since those days and many brands do make a virtue of answering calls locally in some industries such as financial services. But overall, the marketplace is far more intelligent today with a blend of both local and offshore contact centres.

I was reminded of these experiments in customer choice when I read a report recently about asking customers if they would pay more for a better experience. It’s something we are used to in many industries. Airlines offer a fast check-in, lounge with a free bar, and a flat-bed on board if you are prepared to pay for business class. The alternative is a long line at security, waiting in a burger bar, and a tiny seat with no room to even use a laptop computer.

The Capgemini researchers recently attempted to quantify some of these ideas around how much customers would pay for a better experience. 81% said  they would pay more if they could get a better service and a key driver of this attitude seemed to be that most customers don’t feel they are listened to – even if they are loyal to a brand.

Capgemini also found that the digital experience is essential today. They audited more than 80 different digital experiences, such as being able to edit your personal data and personalising services via your phone and created a digital cx index (DCX). They found that there is a direct relationship between the DCX score and how much a customer is willing to spend with the brand. In fact, each single DCX point was worth an additional 0.6% in willingness to spend more with the brand.

The Capgemini data suggest that only 19% of brands are actually keeping pace with the service that customers expect today and yet their data also directly points to a willingness to spend more if the brand offers a great experience.

The message is clear, most brands are not yet meeting customer expectations and are therefore missing out on the opportunity for their customers to spend more if the service they receive meets (or exceeds) their expectations. The importance of placing CX at the heart of your business strategy could not be more clearly demonstrated.

What do you think about the Capgemini research findings? Leave a comment here or get in touch via my LinkedIn.


Leave a Reply

Your email address will not be published.Required fields are marked *


David Turner
Article by: David Turner

News & Insights

Recommended for you
Solution Designer
Service Provider
Technology Enabler
Blog
Do people really want automated customer service?

Author: Ewan McKay, Marketing and Communications Manager, Webhelp The recent YouGov study commissioned by Webhelp, illustrated a strong preference for human-to-human contact versus AI-powered customer service tools. Here, we take a deeper dive into the individual points of view behind these results, as Webhelp’s Marketing and Communications Manager, Ewan McKay, shares the people’s voice from...

News
Making the switch to recycled paper!

It’s World Environment Day! The perfect time to announce that Webhelp is switching to 100% recycled paper across all its sites across the United Kingdom. World Environment Day is a United Nations spotlight designed to drive worldwide awareness and action to protect the environment.  Webhelp...

Case Studies
[Fashion] Fifty Jeans – Launch your brand without cashflow problems!

...

News
Pedalling hard for CF Warriors

Webhelp's Director of IT services, Stephen Dickson, joined record breaking Cystic Fibrosis warrior, Josh Llewellyn-Jones, this week, as he attempted his latest endurance feat by cycling from Edinburgh to Cardiff in just five days. Stephen cycled with Josh and his team for the final three days of...

Whitepaper
AI AND AUTOMATION: IMPROVING THE CUSTOMER EXPERIENCE

How do we really want to interact with brands? What do we really think about AI and Automation? How important is it to strike the right balance between human talent and AI and Automation for CX? Read our new paper to find out more.   The Webhelp Disruptor Series. Be part of...

Load more
×

Webhelp Cookies Preference Centre

Strictly Necessary Cookies
The website requires the use of cookies for essential functional requirements and these are outlined in the cookies policy.

Enhanced Functional Cookies
Some features of this website use services provided by third parties websites. These features use cookies to implement their services on this website and may collect data about your visit to help them optimize their functionality. The Webhelp cookies policy outlines the cookies used by these services.

We have links to social networking such as Twitter, Facebook and LinkedIn.
These websites are third party sites. We do not place cookies on their behalf, and do not have control over the way they collect or use your data.
We encourage you to read more about their policies:
Twitter
LinkedIn
Facebook