Topline: Customer service counts

Customer service has the potential to seriously undermine – and elevate – a company’s credibility among consumers according to the latest iteration of Bensimon Byrne’s ongoing Consumerology Report. The report found that customer service is a key decision point for Canadians, surpassing even brand attributes or environmental, ethical and made-in-Canada claims. “Canadian consumers are telling […]

Customer service has the potential to seriously undermine – and elevate – a company’s credibility among consumers according to the latest iteration of Bensimon Byrne’s ongoing Consumerology Report. The report found that customer service is a key decision point for Canadians, surpassing even brand attributes or environmental, ethical and made-in-Canada claims.

“Canadian consumers are telling us that the service proposition simply can’t be ignored,” said Jack Bensimon, president of the independent Toronto agency. “The good news is [that] a strategic investment in customer service produces a clear and direct return.”

Survey by: The Gandalf Group
Methodology: The English and French survey of 1,500 Canadians was conducted from July 26 to Aug. 7

Key findings:
• In the past year, 56% of Canadians say they have left a store or stopped using a particular brand or product because of a poor customer service experience
• Nearly half (49%) of Canadians have avoided a product or store they have never tried after hearing of a friend or family member’s poor customer service experience
• The majority (51%) of unhappy customers are likely to share a bad experience with others, but only 31% will let the service provider aware of their displeasure
• 43% of Canadians will seek out a brand because of a good review or referral
• The pharma sector has the smallest gap – 8% – between customer expectations and delivery. The widest gaps are in government (37% for federal and provincial, 35% for municipal), telecommunications (-36%), law firms (-34%) and major airlines (-31%)
• 81% of Canadians cite friendly and polite associates as the most important customer service criteria

Additional information can be found here.

Previous Consumerology articles
• Topline: Canadians divided on country’s economic health
• Health product consumers demystified in new study
• Many Canadians feels worse off than one year ago

Brands Articles

Porsche sells Canada its Macan by celebrating bicycles

Online short films focus on those who represent Porsche brand attributes

Uber’s marketing must mature to live up to $18 billion

The tech bubble taught us to watch out for marketing this dorky

Searchlight Capital buys M&M Meat Shops

Private equity firm gets into frozen foods

Aeroplan: 30 years of loyalty

SPONSORED CONTENT: Aeroplan's Chris Willoughby

Staples puts price at the heart of back-to-school campaign

Going up against Walmart and Target with its biggest campaign of the year

Kraft searches for Canada’s Ultimate Food Hacker

Contest winner will receive $25,000 and opportunity to create new recipes

VOCAB ready to raise funds for African orphanage

Meet Me in Africa will tackle one key project a year

Schick bids young men to think more about their shave routine

'Don't be like dad' is the message behind a new integrated campaign

Springboard rebrands with Stephen Thomas

New identity shows Ontario charitable organization is people-focused