Australia’s small businesses can use exceptional customer service to attract customers away from big businesses, a new survey has found.
The American Express Global Customer Service Barometer, conducted in Australia and eleven other countries, found that 81 percent of respondents felt that businesses either take their customers for granted or don’t do anything extra to keep them.
Australian small businesses have an advantage when it comes to delivering high quality customer service because they know their customers first hand, making it easier to provide truly personalised service, says Head of Small Business Services Australia, American Express Jason Fryer.
“Business owners should ensure every time they and their staff interact with customers it is personal and leaves the customer feeling valued and important,” Mr Fryer said.
The Barometer reveals that 60 percent of consumers are willing to spend an average of 8 percent more if the goods and service is delivered with exceptional customer service.
It is important to see customer service as a business investment and that customer service can make or break a business, affirms Mr Fryer.
“Keeping customers is far more cost effective than trying to attract new ones, especially in tough economic times. The rule of thumb is that it is eight times more costly to attract a new customer than maintain an existing one. By boosting personalised customer service, small businesses can retain valued customers even in the toughest of times,” said Fryer.
“While customers believe companies haven’t done enough to improve their approach to service it is clear that if they’re willing to invest in customer service it can deliver substantial growth opportunities for businesses that get it right,” added Mr Fryer.
