Customers want efficiency
New research measuring Australian sentiments around customer service unveils that businesses may need to work faster if they want to impress. Findings show a concern about inefficient service providers and retailers outweighing consumer concern about value for money.
The online survey of 962 Australians was carried out by TrueLocal, an online business directory and review website engaged by 5.7m unique visitors per month.
When asked which of six customer service experiences they find the worst, one in four respondents (27%) rated ‘long waits or being ignored’ as their number one gripe. This was followed closely by ‘getting the run around on the phone’ (26%) – another time-draining task.
Unsurprisingly, ‘rude service’ was the thirdworst service experience (19%). However, ‘hidden costs’ (14%) and ‘incomplete work or a job left in a worse state’ fall near the bottom of the pile (9%). It seems that ‘being given an apprentice or underqualified person’ to do the job is of least concern when it comes to poor customer experience, with only 4% selecting this option.
“This suggests that Australians are less concerned about value for money and more focused on getting things done in time. As a time-poor nation, consumers are seeking efficient services that match their busy lifestyle. They’re continuously on the move and looking for businesses ranked highly by peers. In fact, in the past year alone, we’ve seen a 32 per cent increase in searches via mobile devices,” says Bradley Taylor, spokesperson at TrueLocal.
Victorians appear to be most time poor, with around one in three (30%) choosing ‘long waits’ as the worst customer service experience, more than any other State. It may be the frustrating jingle of hold music, however, that pushes South Australians over the edge, with one in three (33%) respondents selecting ‘getting the run around on the phone’ as their worst.
The State least concerned with ‘hidden costs and fees’ is Western Australia (9%), suggesting that residents may rank good service over dollars spent.
When it comes to gender, however, it’s women who are least concerned with costs. More men (18%) selected hidden costs and fees as their worst gripe compared with only 12% of women. Instead, women appear to be more emotionally involved in customer service experiences. Nearly twice as many females (23%) than males (12%) selected rude service as their number one gripe. BF