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

Drag queens help give Starbucks Canada video a jolt

The coffee chain is one of many brands targeting LGBT consumers

Subway and Disney team up for Big Hero 6 promotion

Twitter contest gives away tickets to advanced screenings across Canada

McCain’s new ad pushes versatility of fries – and fun

Creative showcases first major redesign for the company in more than 50 years

CMOs are being shut out when C-suites need them more than ever (Column)

Marketing has never been more important, but CMOs are often outside looking in

Following Shoppers Drug Mart’s dive into fresh

The retailer is adding fresh food to its offering. Is it just what consumers ordered?

Twist Image named digital AOR for Treasury Wine Estates

The WPP agency wins after a three-month, North America-wide review

Sport Chek goes grassroots with Toronto Raptors anthem

The retailer hits the court for the start of basketball season

O.B. tampons challenges women to ‘Give us one period’

Campaign aims to educate non-users and break down barriers to usage