I recently published a report called Experiences Across the Customer Lifecycle that examines how satisfied US consumers are with four interactions (researching a product/service, purchasing a product/service, using a product/service, getting customer service) across 14 industries.
In 12 of the 14 industries, customer service was the lowest (or tied for lowest) rated interaction. Across all four touchpoints, hotels are at the top and health plans are at the bottom. Here are some of the highlights from the analysis:
I also examined how consumers rated individual companies. Here’s a shout-out to the companies that outperformed their industry averages by more than 10 percentage points:
- Researching a product/service: Credit unions, American Express, AT&T, DirecTV, USAA, Amazon.com, Verizon, and Barnes & Noble.
- Purchasing a product/service: Credit unions, American Express, Medicare, Vanguard, Visa, Apple, Aol, Southwest Airlines, and ING Direct.
- Using a product/service: Credit unions, Apple, Medicare, USAA, and Toshiba.
- Getting customer service: Credit unions, Kaiser, Apple, Cox Communications, American Express, Visa, USAA, Barnes & Noble, Marriott, Kohl’s, Southwest Airlines, and Verizon.
The bottom line: The entire customer lifecycle needs and upgrade, especially customer service.