Feeling the Customer Love?

Share this content:
Feeling the Customer Love?
Feeling the Customer Love?

Hotels, banks, and pharmacies top the list of most customer-centric businesses, according to a survey conducted by KANA Software. The survey asked consumers what they love—or hate—from a customer experience perspective.

The businesses topping the list in terms of being the most customer-centric are hotel chains, as cited by about 60% of respondents, banking (51%), and pharmacies (46%). Respondents cited the usual suspects as least customer-centric: utilities (29%), telecom/ISPs/cable (27%), and health insurers (23%). But, none of those has a comparatively high risk of defection after a poor customer experience. Sectors most at risk include car rentals (cited by 56% of respondents), pharmacies (51%), and airlines (46%). Conversely, industries with the lowest likelihood of customer defection after a poor or disappointing experience are utilities (52%) and banking (26%).

The customer experience attributes most likely to influence purchase decisions were primarily service related: responsive/fast problem resolution topped the list, followed by friendly agents/ability to speak to a live person. Also important was 24/7 multichannel customer service. The important factors that to an extent fall under marketers' bailiwick are being easy to do business with and “vendors value my business.” In terms of customer experience the latter is made clear with relevant marketing communications, loyalty programs, and the like.


Next Article in Customer Experience

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above