Consumer "demand" met by customer service training

Customer service training does not wane in importance amid economic instability, according to a new study.

If anything, it becomes more pertinent to invest in customer care and employee communication skills, statistics from global market research firm Harris Interactive suggest.

The Customer Experience Impact Report, sponsored by US-based sales and technology giant RightNow, reveals that demand for satisfactory customer relations continues to rise, with 87 per cent of consumers prepared to cease doing business with an organisation that lets them down.

Marking an increase on results from the same survey in both 2007 and 2006, the study also highlighted that 58 per cent of consumers "will always or often" pay more for superior customer service.

Outstanding service was also cited as more important than low prices or top-quality products when it comes to recommending a company.

"Two years ago when we started this survey, consumers said they wanted better customer service," remarked Greg Gianforte, RightNow's chief executive.

"In 2008, it's clear that now they demand it."

Andrew Gray, UK banking advisory leader for PricewaterhouseCoopers LLP, affirmed last week that investing in customer service training should become a priority for financial services providers intent on combatting credit impairments and slowing revenues.