Improving Customer Service May Be More Cost Effective Than Investing In More Brand Loyalty Advertising

Vocal Laboratories unveiled new data proving the value of a quality customer service experience.

VocaLabs conducted surveys involving the inbound customer call centers of five major companies and more than 2,700 customer contacts with the following results:

• After only one outstanding call to customer service, customers were 77 percent more likely to pay a premium to do business with that company.
• After a single outstanding call, 88 percent more callers said they were likely to make a purchase from that company in the next 12 months; after a poor experience 56 percent fewer callers were likely to make a purchase.
• After a single positive contact, there was a 417 percent increase in the number of callers who believed that the company was actually better than its advertising suggests.

"In the past, quantifying the impact of good or bad customer service has been difficult. Now, by asking the right questions of the right audience, we can measure and quantify the revenue impact of client care. These results show that even a single outstanding contact has a greater impact than expected." commented Rick Rappe, vice president of sales at Vocal Laboratories.

"Intuitively, everyone understands that better customer service leads to more loyal customers," commented Peter U. Leppik, CEO of Vocal Laboratories. "VocaLabs has now given companies the ability to directly measure both the quality of their customer service, and the impact it has on the bottom line. VocaLabs can also evaluate a company's customer service before it goes live, allowing our clients to ensure they are providing top-notch service from day one."