Customer Experience News & Trends

How interacting more with customers will build loyalty

Interact a little more with customers, and you’ll earn more of their trust and loyalty. Here’s why.

New research from the American Customer Satisfaction Index (ACSI) found that most people don’t trust large organizations until they’ve actually been served by them.

For example, trust in government is down to an all-time low – 36 on the ACSI 100-point scale. However, the same people who gave those scores to overall government rated customer satisfaction with government agencies that they actually dealt with much higher – 69 on the same 100-point scale.

The more customers come in contact with organizations – from government agencies to large corporations to small businesses – the more positive they are toward those organizations as a whole, said Claes Fornell, founder of the ACSI.

The key: Contact centers that can increase interaction with customers will build trust and loyalty. So it might not be such a bad thing if average handle time increases (and problem resolution and satisfaction remain the same). The extra, positive talk time will likely boost customer loyalty.

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