Video | Agriculture | Confidence | Economy | Energy | Employment | Finance | Media | Property | RBNZ | Science | SOEs | Tax | Technology | Telecoms | Tourism | Transport | Search

 


Customer experience key to driving business growth

Customer experience key to driving business growth


A new Colmar Brunton survey shows how Kiwis respond to good and bad customer experiences and reveals why delivering great customer experiences is the key to business growth.

Results of the company’s most recent research into Kiwi customer experiences have been released this week, ahead of a ‘Grow’ seminar which aims to shed light on delivering world-class customer experiences that will power businesses to the top.

Colmar Brunton CEO Jacqueline Ireland says New Zealand businesses must focus on the customer experiences they deliver because of how customers react to their experiences – good and bad – and the influence that has on business growth.

“Our survey shows that most Kiwis take action as a direct result of customer experiences. The first response is to tell others about their experience and then they look at changing their behaviour,” Ms Ireland says.

The survey asked 1000 New Zealanders about their good and bad customer experiences.

Results showed that more people (70%) told others about their good experiences than shared their bad experiences (58%). But it is those with a bad experience to report who tell more people about them.

Forty-one per cent of those surveyed told 11 or more people about their bad experiences compared to only15% who told at least 11 people about their positive experiences.

Survey respondents almost all shared their good and bad customer experiences with others in person but those who are subject to bad experiences are most likely to pick up the phone (41%) or post on Facebook (20%) to tell others. By comparison only 25% of those who shared good experiences used the phone and 13% posted on Facebook.

Of those surveyed who had a particularly good experience, 51% chose to make that company their first choice provider while 28% became less interested in the competition. On the other hand 35% of those who had a very negative experience started looking for an alternative provider and a further 30% became more interested in hearing from competitors.

Great service (for 37% of those surveyed) and helpfulness (21%) were highlighted as the overwhelming reasons behind a good customer experience, ahead of price (18%). Poor customer service was the biggest turn off (43%) with long waiting times (16%) and poor communication or lack of follow up (14%) also contributing to bad experiences.

Ms Ireland says the survey underlines the critical role the customer experience plays in business and next week’s ‘Grow’ seminar has been developed to deliver deeper insights into the customer experience.

“We are a passionate advocate for the voice of the customer to drive business growth and success,” she says.

“We want to share our insights on how to identify the types of experiences customers want, creating ideal customer experiences, empowering staff to deliver them, measuring their effectiveness and using the information to drive business success.”

Guest speakers at the ‘Grow’ seminar include Mike O’Sullivan (Executive Director BrandWorld), Stuart Sinclair (Co-owner David Forman) and Dick Brunton (Founder of Colmar Brunton).

For further information on the ‘Grow’ seminar and to reserve tickets visit www.colmarbrunton.co.nz.


ENDS

© Scoop Media

 
 
 
 
 
Business Headlines | Sci-Tech Headlines

 

Trade Agreements: TPP Minus US Starting To Gain Ground

The Japanese government is picking up the pace on reviving the Trans-Pacific Partnership trade and investment deal, with talks scheduled next month among the 11 countries left in the pact after the withdrawal by the US after the election of president Donald Trump. More>>

ALSO:

PACER:

Prices Up 2.2%: Annual Inflation Highest In Over Five Years

"Rising petrol prices along with the annual rise in cigarette and tobacco tax lifted inflation," prices senior manager Jason Attewell said. "Petrol prices in New Zealand are closely linked to global oil prices, and cigarettes and tobacco taxes rise in the March quarter each year". More>>

ALSO:

Undertaxed? NZ Income Tax Rate Second Lowest Among Developed Nations

New Zealand workers pay the second smallest portion of their income to the government among developed nations and less than half the average ratio of their Organisation for Economic Cooperation and Development peers. More>>

ALSO:

Cyclone Cook: Round Up Of This Week’s Weather

One of the significant impacts this week was flooding due to excessive rainfall amounts. Rainfall amounts topped out at 350mm over the past 60 hours in parts of northwest Nelson, with 200mm+ measurements recorded about Coromandel Peninsula, and between 150-200mm in the Kaimai Ranges. Rainfall amounts of between 30-50mm were commonplace elsewhere. More>>

ALSO:

Earlier: Batten Down The Hatches For Cyclone Cook

Although fast-moving, Cyclone Cook will be destructive and MetService Expert Meteorologists have issued Severe Wind Warnings for the whole of the North Island apart from Northland... More>>

ALSO:

Get More From Scoop

 
 
 
 
 
 
 
 
Business
Search Scoop  
 
 
Powered by Vodafone
NZ independent news