Survey: Personalized service keeps customers happy

Dan Berthiaume
Senior Editor, Technology

Customer service personalization can boost shopper spending and retention.

According to the fourth annual Customer Expectations Report from customer service platform Gladly, 84% of surveyed consumers go out of their way to spend more money with brands that deliver personalized customer service experiences. About eight in 10 respondents (79%) say personalized service is more important to them than personalized marketing.

The survey also reveals the potential impact of a poor customer service experience. Almost two-thirds (64%) of respondents feel more like a ticket number than a person when engaging with a customer service representative, and 51% will switch brands after one or two bad experiences. 

Conversely, 77% of respondents will recommend a brand to friends and family if they provide a more personalized experience, and more than half would recommend the company on social media or review sites.

Additional key findings from the report include:
•    Among millennial respondents, since 2019 usage of Twitter as a customer service platform has increased by 16%, Facebook by 10%, and SMS by 4%.

•    86% of consumers expect conversations with agents to seamlessly move between channels.

On behalf of Gladly, Zogby Analytics conducted a nationwide online survey, fielded January 2020. Thousands of U.S. adults were invited to participate in the interactive survey, yielding 1,500 total respondents.

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