It seems self-evident, but not every brand follows this advice: Provide good service and it results in positive brand perceptions. A recent study of global Internet users, as reported by eMarketer, showed that 89 percent of respondents said "good service definitely makes me feel more positive about brands." Interestingly, it doesn't take a great deal of effort on the part of brand marketers to satisfy a consumer: 81 percent of respondents indicated that they simply wanted their questions answered.
Still, there are ways brands can differentiate themselves when it comes to customer service. More than half (52 percent) of respondents said they like service that is personalized to a consumer and his or her interests, and 43 percent said they are willing to be "more forgiving of companies that I think know me." Good service is important for another reason: 61 percent of respondents say they tell family and friends about their experience, and 38 percent are motivated to write a positive review of a good experience.
Brand marketers should be wary of errors, however: 57 percent of respondents said that "mistakes make me think about switching" brands.