Australian customer service levels have fallen to historic lows and businesses should do everything they can to improve customer satisfaction, according to a new report.
Consultancy firm Accenture’s customer satisfaction survey found 52% of the 3,500 respondents said their expectations for customer service have increased over the past five years.
Just under 60% of Australian respondents said they refused to buy a particular brand if prices were too high, but that number jumps to 75% when high prices were combined with poor service – the highest figure worldwide.
Customer satisfaction at Australian telecommunications and pay TV companies was just 17%, well below the global average of 28%.
The report says businesses must understand customer needs. For example, 43% of respondents who say fixing a problem in a single phone call is important.
Robert Wollan, managing director of Accenture’s CRM service transformation management consulting practice, says businesses must prioritise customer service. .
“To differentiate themselves, rebuild loyalty and fend off competition for valued consumers, leading companies respond by consistently delivering an experience that is tailored to the customer,” he told The Age.
“Competing in multiple countries has made this an even more complex challenge, and companies are finding that a ‘one size fits all’ experience – even an improved one – won’t be enough to drive growth around the corner, let alone around the world.”
Patrick Stafford is a freelance journalist and a former deputy editor of SmartCompany.
