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

Telus delivers custom pizzas to Game of Thrones fans

The brand's using the popular HBO show to promote its cable service, Telus Optik

Blacks embarks on a journey fueled by life’s special moments

Retailer targets snap-happy moms in new advertising campaign from Cossette

On The Move: New hires at RBC, Match and North Strategic

A weekly recap of who's headed where in Canadian marketing and communications

Managing Digital: Mondelez Canada’s Janine Keogh

Marketing VP says the key to digital is to remain curious and experiment

Canada’s Hottest Ads – The GoPro and Samsung show

Diego Bertagni and Joshua Stein are scratching their heads at the latest Top 10

Ontario confirms beer will be sold in grocery stores

Province hosting a pilot project to sell 12-packs of beer in LCBO stores

Tourisme Montréal kisses its old branding goodbye

New logo signals a change in marketing strategy that takes a "younger approach"

Canadian Football League hires new director of communications

Paulo Senra joins the CFL from the Canadian Olympic Committee

Simons CEO Peter Simons on the department-store wars

"We’re not Starbucks—there will be a limit to how many stores we build"