Businesses in India can reap the most rewards by providing excellent service, as 78% of consumers have spent more with a company because of history of positive customer service experiences, according to the findings of the American Express Global Customer Service Barometer. The survey also indicates that this trend is picking up as 86% of Indian customers have expressed willingness to spend 23% more with a company they believe provides excellent customer service as against the global average of 66% who are willing to spend 12% more.
In addition to spending more, 66% of the survey’s respondents say they always tell others about good service interaction, telling an average of 41 people. According to the study, recommendations from friends or family members is amongst the most likely ways to get 22% Indian customers to try a new company, behind a company’s reputation (33%) – which is impacted by the service they provide.
“Businesses can build advocates by delivering outstanding service, and companies that do this consistently understand that exceptional service is a real competitive advantage. The highly networked Indian customer present a phenomenal opportunity as he wields a wide sphere of ‘word of mouth’ influence and is also willing to pay a premium to companies providing great service. So focusing on delivering outstanding service will ultimately help companies to grow,” said Mr. Sanjay Rishi, President, American Express South Asia.