According to eMarketer, recent research points to the importance of good customer service: Almost three-quarters of consumers rely on a retailer's customer service reputation when they buy from that retailer. Most consumers (also about three-quarters) believe a human provides the best customer service, but just as many would like to have digital options as well.
Poor customer service definitely can lose customers, according to multiple studies. In one study, a negative interaction with a call center resulted in as much as 82 percent of consumers leaving a company. In another study, half (49 percent) of consumers abandoned a brand after just one bad customer service experience.
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