Cutomer service secondary for cos, 84% Indians feel

Hyderabad

Key insights from customer experience Survey:

• 94 per cent are likely to make another purchase with earlier positive experience

• 99 per cent are likely to spend more money on businesses that offer personalised experiences

• 85 per cent are willing to switch brands after one bad experience

The global Zendesk Customer Experience (CX) Trends Report, 2022, released recently, highlighted that 94 per cent of Indian consumers make purchase decisions based on the quality of customer service they receive and 84 per cent of consumers feel like customer service is an afterthought for businesses, indicating a gap between consumer and company goals.

Customer expectations grew, as 88 per cent of Indian consumers say their customer service standards have increased over the last 12 months. CX is a determining factor for retention and loyalty as 85 per cent of Indian customers are willing to switch brands after one bad experience. Most Indian businesses surveyed (88 per cent) agree that there is a direct link between customer service and business performance and recognise the need for having a standout customer service team, with 61 per cent say that it has an impact on retention. It is perhaps why 65 per cent of the companies expect funding for their customer service teams to rise by 25 per cent in the next 12 months.

Adrian McDermott, Chief Technology Officer, Zendesk, "Customer service is vital, but this year's report reveals some gaps exist between expectation and delivery, reflected in voting with their business -stressing on need to change on later part."

"Businesses need an institution-wide shift where investments into tools and processes that enhance CX become a priority. All that's required now is to act on these insights to unlock the returns that deliver positive customer experiences", said Vasudeva Rao Munnaluri, Regional Vice President India & SAARC, Zendesk.

The data for report is drawn from customers, agents, customer service and business leaders from across 21 countries including more than 97,500 customers from Zendesk's Benchmark program where customers in India are from ITC Foods, Ola, 1MG, DevFactory, Dream11, Slice, Magicbricks.com, etc.