The importance of good customer service was emphasized again in a report released by Convergys today. This time, the target being the mobile broadband service providers.
This online customer scorecard research was conducted by Convergys and was based on a YouGov poll of nearly 2200 adults in February. The study showed that 17% of the people are willing to pay an extra price for good customer service with only about 5% willing to go with a package with a poor service even if it was offered at the lowest price.
The larger outcome of the poll clearly shows that good customer service matters more to consumers than other seemingly more important factors such as the brand or mobile broadband prices of packages. Mobile broadband operators should take note. The participants of the poll expressed the need for well-trained customer service personnel who can solve their problems in one go, instead of them having to call repeatedly to get to a resolution.
Convergys is a company that provides customer management and billing, and at the report release, its president (international) Jean-Herve Jenn voiced his view that the report is in fact good news for the mobile broadband operators, as it shows that they have an opportunity of improving their revenues by improving their customer service.
Mobile broadband operators should start thinking about ways to enhance the customer service experience, now that it is clear that customer service is not a cost burden but a very important competitive advantage for which a company can even charge a premium.
