What Services Customers Really Want

Asked what dimensions of customer service they would most like to see companies measure, the highest number of U.S. consumers surveyed — 65% — said “knowledgeable employees,” which most defined as able to “answer my questions without putting me on hold, searching for someone, or transferring me.” 62% said “treats me like a valued customer” and 54% said “demonstrates desire to meet my needs.” The lowest percentage, 31%, wanted “relevant/personalized service.”

Source: What Services Customers Really Want, Harvard Business Review, September 2009

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