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New channels, Trust and Loyalty, the three pillars to increase consumer satisfaction

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New channels, Trust and Loyalty, the three pillars to increase consumer satisfaction

For the first time in six years, the sri lanka telecom area code numbers of consumers who have switched service providers as a result of a bad customer service experience has decreased in 2010, according to the latest edition of the annual study of consumer behavior prepared by Accenture . This phenomenon despite the increase in consumer expectations regarding customer service and the decrease in their satisfaction. A dissatisfaction that ranges from not finding the availability of the service at the right times to the inability to access the service through multiple channels.Accenture’s report reveals that 64% of consumers changed -at least once- provider (bank, utility company, mobile company, etc.) due to a bad service experience. This phenomenon reverses the trend that had been growing since 2005, from 49% to 69% in 2009. In the 2010 study, retail distributors (26%) and banks (22%) had the highest abandonment rates for its consumers, followed by Internet service providers (19%), mobile operators (17%) and fixed line telephone providers (16%).The study, conducted among 5,800 people in 17 countries, confirmed that 67% of consumers are not willing to compromise quality levels in exchange for lower prices. Additionally, the percentage of consumers who identified price as the reason for selecting a new provider decreased from 75% in 2009 to 57% in 2010.According to José Luis Sancho, a CRM partner at Accenture, “as the global economy recovers, there are changes in consumer attitudes. Despite lower satisfaction with the service, there are other factors, such as loyalty programs and the use of technologies, which exert considerable influence on consumers’ decisions to stay with or abandon their suppliers “Consumers confirm that increased use of technology has improved their awareness of products and services, as well as their experience in managing customer service issues. 77% indicated that the use of technology in the pre-sale phase (email ads, online signage, product comparison tools and electronic order management), had improved their shopping experience.


66% recognize that the use of technology in customer service through channels such as automated telephone service, Internet chats and self-service options on a website has improved the level of service. This percentage has risen from 50% in 2007, through 53% in 2008 and 61% in 2009, to 66% in 2010.Even so, word of mouth is still the largest source of information used by consumers (76%), which they consider the most important (56%) when deciding to close a deal with a service provider.The report has also identified trust and loyalty  Aol Email List as strongly influencing customer behavior. The highest trust goes to banks (34%) and the least to landline telephone companies (22%).In 2010, loss of trust was the selected reason for switching consumer electronics manufacturers, retail distributors, travel and tourism service providers, and Internet service providers. Among the ten sectors analyzed in the study, the percentage of consumers who participated in at least one loyalty program increased in 2010 compared to the percentage in 2009. For example, participation in loyalty programs of retail distribution companies grew from 45% to 52% in 2010; Hotels increased from 18% to 24% and for mobile phone companies, consumer participation increased from 19% to 31%.Similarly, the percentage of consumers who were persuaded to remain customers through loyalty programs increased from 49% to 54% among retail consumers; 45% to 53% among mobile phone customers and 49% to 51% among hotel customers.According to Sancho, “at a time when consumer expectations are rising, loyalty programs can become an effective way to set expectations in the consumer relationship and ultimately improve trust and satisfaction. effective programs go beyond transaction rewards, and value and strengthen the overall emotional connection with consumers through personalized experiences “

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