8.01.2024 Marketing and PR
Poles do not forgive brands' mistakes. Armatis Customer Experience Index
Krzysztof Fiedorek
As many as 57.2% of Poles are willing to abandon a brand after one bad customer service experience. This result is similar to what was noted in the United States. Every third Polish customer prefers phone contact with a consultant, though over 13 percent now prefer chat.
w wydaniu polskim
illustration: freepik.com/ai/image-editorA bad customer service experience can discourage customers from purchasing from a brand again, and even from recommending it to others. According to the Armatis Customer Experience Index survey, dissatisfaction with customer service the first time can have serious consequences for a brand:
- 57.2% of Poles believe that one bad experience with a brand can discourage them from purchasing from it again.
- 24.9% strongly agree with this statement.
- One in four respondents has no opinion on the matter.
- Only 17% disagree with this statement.
Poles are increasingly demanding from companies in terms of customer service, becoming more similar to Americans in this regard. The results obtained in the Polish study are comparable to a similar study conducted in the United States by OnePoll. In this case, 73% of Americans stated they are willing to abandon a brand after one bad customer service experience. Back in 2021, this was only 42%, and in 2022 it was 66%.
- Our research showed that personalizing customer and shopping experiences can help retain customers and attract new ones, as 52.9% of Poles admit they are more likely to buy from a company that treats them individually, not just like any other customer - comments Krzysztof Lewiński, country manager at the company conducting the study, Armatis Polska, specializing in customer service and sales outsourcing. - Additionally, as many as 50.8% of respondents agreed that personalized online shopping and customer service experiences are important to them and may encourage repeat purchases.
In the USA, positive customer service experiences encourage 81% of respondents to make repeat purchases from a brand, and 76% would recommend the brand after one positive customer service experience. Additionally, 69% of respondents are willing to pay more for brands offering good customer service.
Poles prefer human service
Poles, like Americans, definitely prefer human service. Contact with a live agent is the preferred method of communication with a company`s customer service department.
- For 30.3% of respondents in Poland, phone contact is best.
- 21.3% prefer face-to-face interaction.
- 13.1% prefer to communicate with a consultant via chat.
In the USA, younger generations (Gen Z and millennials) are more likely to use self-service options and digital tools in customer service. Among the entire respondent group, 91% of Gen Z and 85% of millennials expressed satisfaction with self-service options.
- In Poland, a clear increase in the popularity of self-service channels is also evident, as they are the preferred way to handle matters for 26.9% of respondents. There is also growing acceptance for bots in customer service. According to our research, this form of service is still more often associated with negative (42.6%) rather than positive (17.1%) emotions. Almost 3/4 of Poles also declared they would prefer to wait in line for human service than be immediately served by a bot - explains Krzysztof Lewiński. - At the same time, there is a clear openness among Poles to bots in customer service centers, provided certain conditions are met, such as the ability to switch to a human at any time or the optional nature of bot service.
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