‘Customers willing to pay 22% more for good service’

This is significantly higher than in 2010 when three quarters (76 per cent) were willing to pay more – 11 per cent on average.

Customer service is the provision of service to customers before,during and after a purchase.

Besides,more than half of the respondent (52 per cent) would switch over to a new brand or company for want of a good customer service experience.

“As the lifestyle needs of consumers evolve in India,service experience becomes a critical determining factor to build brand loyalty,success and customer stickiness.

“This survey establishes the fact that businesses need to consider customer service as an investment as opposed to cost,” American Express Senior VP and GM (World Service India & Process Excellence) Pradeep Kapur said.

The survey was conducted among over 1,000 consumers in order to explore their attitudes and preferences toward customer service.

Almost nine in 10 Indian consumers (96 per cent) said that a customer service experience has an impact on their impression of a company’s brand.

Besides,consumers are more likely to discuss about their good customer service (67 per cent) than about their bad experiences (56 per cent).

Moreover,80 per cent of the consumers did not complete a business transaction or did not make an intended purchase because of poor customer service.