2012 American Express Customer Service Barometer
A recent customer service study performed by American Express shows that social media users are valuable customers to have. American Express surveyed social media users and non-users alike, and found that social media users have markedly higher customer service expectations and are more likely than non-users to change brands after a poor customer service experience. However, they are also willing to pay a premium for higher-quality customer service and are staunch advocates for the businesses that they support. Improving your brands’ social media presence and customer service approach will have a positive impact on both groups, but social media users will become your business’ best asset.
In order to better understand the 2012 American Express Customer Service Barometer, let’s look at its key findings:
- 1 in 5 American have sought out customer support on a social network over the past year
- Social media users are willing to spend an average of 21% more for better customer service, compared to 13% among the general population
- Similarly, social media users will tell 42 people about a positive customer experience and 53 people about a negative one, while the general population will tell 15 and 24, respectively
- Nearly 80% of Americans consider changing brands when they experience subpar customer service, unreasonable wait times, and insensitive customer support providers
If your business is able to deliver quality customer service – both on and offline – you’ll find that customers trust your business more and are willing to spend more on your products. As you can see from the American Express Customer Service Barometer, the benefits are even greater once social media is added to the equation.
From planning to monitoring and analysis, Social Strategy1 can bring a high level of social media sophistication to your business. Whether you opt for social media consultation or our small business toolbox, Beam Social, we can help you succeed in this new media landscape. Contact us today to learn more.