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New study: resolving customer complaints isn’t just about compensation

A new study has shown that only one in five customers look for some form of compensation when making a complaint.

GENERAL MERCHANDISE

New study: resolving customer complaints isn’t just about compensation

According to the most recent Customer Service Benchmark from eDigitalResearch, most customers who complain would prefer a quick resolution or an apology over pay-outs or free products.

Of the 2,000 consumers surveyed, 50% said they wanted an immediate resolution when complaining about a faulty product or bad service. The analysis also found that the helpfulness of staff was very important with 40% of consumers who had made a complaint in the last six months saying they valued helpful staff over anything else. Another 25% said they valued an apology regarding their complaint.

In addition, the study revealed that digital touch points were rated much higher than traditional methods of communication. When it came to contacting companies, users of live chat were found to be much more satisfied, with 73% either ‘satisfied’ or ‘extremely satisfied’, than those using email, phone or post for their customer service queries. It also found that 37% of those surveyed now expect to be able to contact a brand by live chat.

Derek Eccleston, global commercial officer at eDigitalResearch, said: “The latest Customer Service Benchmark results suggest that the easier a company makes it for a customer to contact them and the quicker the issue is resolved, the more satisfied they are likely to be. Sympathising with your customers and offering an apology is more likely to increase customer satisfaction than offering some form of compensation.”

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