Two Sides of Customer Service: Marketers and Consumers

03/22/2002

Reveries.com finds that 28% of marketing execs say that customer service is the "key competitive advantage" of their brand, and Mobius finds that 46% of US consumers have dropped credit card accounts due to poor customer service.

Reveries surveyed 205 marketing execs, 33% of which work directly for the client (the particular brand), 15% of which work for an ad agency and 18% of which work for a marketing services company. The study was conducted in February 2002 and finds that 37% of respondents believe that their brand's investment in research and development is adequate. However 28% believe it is less than adequate and just 19% think it is more than adequate.

Anyone who has waited on hold for over one hour to speak with a service representative will agree that customer service is still a key issue for consumers in 2002. A search for the terms "customer service" in the eStat Database yields 83 records -- one of which is from a January 2002 Mobius Management Systems report. Mobius found that 46% of the US consumers it surveyed dropped credit card accounts due to poor customer service and 32% dropped their internet service provider (ISP) for the same reason.

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Source of Article: eMarketer

Date of Article: March 20, 2002