Amex Customer Service Baromoeter 2012

2012 Global Customer Service Barometer

Market Comparison of Findings

A research report prepared for:

Research Method

� This research was completed online among a random sample of consumers aged 18+ in: Australia, Canada, France, Germany, India, Italy, Japan, Mexico, Netherlands, UK, and US.

� The sample size for each market is as follows:

U.S. Canada Mexico France Germany Italy

N=1,000 N=1,003 N=1,002 N=1,013 N=1,003 N=1,000

U.K. Netherlands Australia India Japan

N=1,000 N=1,001 N=1,000 N=1,007 N=1,001

� Interviewing was conducted by Echo Research during February and March, 2012.

� Overall the results in each market have a margin of error of +/- 3.1 percentage points at the 95% level of confidence.

2 © echo

Many businesses have not changed their attitudes

towards customer service

In most markets, one third or fewer consumers see an ‘increased focus on customer service’ on the part of businesses in the current economy. However, significantly more consumers in India (65%), Mexico (41%), and Japan (35%) give businesses credit for making the extra effort.

In Australia (36%), Italy (33%), U.S. and Canada (32%, each) significantly more consumers think that companies are ‘paying less attention to customer service’ in the current economy compared to other countries.

Consumers in France (50%), the Netherlands (47%), and the U.K. (46%) are the most likely to say that businesses’ ‘attitudes towards customer service have not changed.’

In this current economy do you think that businesses ?

Increased their focus on customer service Pay less attention to customer service Have not changed their attitudes towards customer service

100%

90%

80%

70%

60%

50%

40%

29% 38%

32%

32%

30% 28%

50%

33%

33%

46% 41%

21%

47%

39%

11% 22%

30%

23%

30%

20%

41%

24% 28%

34%

21% 36%

65% 35%

10%

0%

32% 25% 30% 22% 21%

24% 20%

Q.T3

United States Canada Mexico France Italy United Kingdom

Germany Netherlands Australia India Japan

© echo Significantly higher than 6 other markets at the 95% confidence level 3 Not Shown: 12% or less Not Sure

35

34

Businesses may be meeting, but not exceeding

consumers’ expectations for customer service

Over one half to nearly two thirds of consumers across all markets, except Japan (46%) and France (40%), believe that companies generally ‘meet their expectations’ for customer service. However, three in ten consumers in most markets believe that companies usually ‘miss their expectations,’ significantly higher – over half – in France (55%).

With the exception of India (12%), fewer than one in ten consumers across all markets believe that companies generally ‘exceed their expectations’ for customer service. Those in the U.S. (7%) are also more likely to think so.

In general, would you say the customer service experiences you have with companies usually ?

Exceed your expectations Meet your expectations Miss your expectations

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

31% 32% 39% 59% 60% 57%

55% 40%

32% 58%

39% 38% 32% 40%

54% 54% 59% 54%

19% 65% 12%

36% 46%

0% 7% 4% 3% 1% 4% 2% 3% 2% 2% 4%

Q.T2



© echo Significantly higher than 6 other markets at the 95% confidence level 4 Not Shown: 7% or less Not Sure, except Japan (15%)

Consumers believe that businesses are generally not going the extra mile for customer service

In most markets, two in five consumers or more believe that companies ‘are helpful, but don’t do anything extra to keep their business.’ Consumers in France, Canada, the U.K. (44%, each) and the U.S. (43%) are the most likely to believe this to be true, while those in Japan are least likely (25%).

A significantly higher proportion of consumers in India (45%), Japan (38%) and Mexico (36%) think that companies ‘value their business and will go the extra mile.’

In Germany, the Netherlands (32%, each) and the UK (28%), more consumers believe that companies ‘take their business for granted.’ While in France (21%), Australia (13%), and Italy (12%) more consumers think that companies ‘don’t care about their business.’

In general, do you feel that companies ?

100%

90%

Value Your Business and Will Go the Extra Mile

Are Helpful, But Don’t do Anything Extra to Keep Your Business

10%

Take Your Business For Granted

Don’t Seem to Care About Your Business

80%

70%

23% 17% 36%

44%

22% 9% 18% 23% 13%

45% 38% 60%

50%

40%

30%

43%

44%

35%

21%

36%

44% 38% 33%

42%

32%

25%

20%

10%

22% 24% 12%

21%

23% 28% 32% 32% 25%

7%

16%

0% 6% 8% 7% 12% 8% 7% 6% 13%

4% 8%

Q.T1



© echo Significantly higher than 6 other markets at the 95% confidence level 5 Not Shown: 13% or less Not Sure

Consumers have spent more for customer service

With the exception of France (44%) and Japan (37%), over half of consumers have spent more with a company because of a history of positive customer service experiences.

Consumers in Mexico (85%), the U.S., Canada (75%, each), India (74%), and Australia (72%) are more likely to have done so compared to those in other countries.

100%

90%

80%

75% 75%

Have Spent More With a Company Because of a History of Good Customer Service Experiences

85%

68%

72% 74%

70%

60%

50%

40%

30%

20%

10%

0%

44%

63% 58% 57%

37%

Q.T4



© echo Significantly higher than 6 other markets at the 95% confidence level 6

Consumers will spend more with companies that provide excellent service

Across all markets, over half of consumers indicate that they are willing to spend more with companies that they believe provide excellent service – significantly more consumers in India (87%), Mexico (82%) and Australia (71%) say they are willing to do so.

Consumers are willing to spend the most, on average, in India (22% more), the U.S.(13% more), Australia, Canada and Mexico (each 12% more).

Willing to Spend More for Excellent Service

30%

66% 70% 82% 57% 59% 66% 60% 53% 71% 87% 53%

Average % More Willing to Spend With a Company That Provides Excellent Service

25% 22%

20%

15%

10%

13% 12% 12%

9% 9%

11%

8%

12%

9% 7%

5%

0%

Q.T5

United States Canada Mexico France Italy United

Kingdom


© echo Significantly higher than 6 other markets at the 95% confidence level 7

23%

Those willing to spend more see value in excellent service and believe those companies have earned their business

For reasons why they would be willing to spend more with a company that provides excellent service, consumers in Canada (38%), France (37%) and the U.S.(35%) are most likely to say it is because those companies have earned their business.

Consumers in Mexico (36%) are most likely to say that it is because they place a high value on excellent customer service. Consumers in Japan (33%), India (32%), Germany, the Netherlands (31%, each) and Italy (28%) are most likely to say it is because excellent service is worth spending more. In Japan (37%) and Australia (24%), consumers are more likely to refuse to do business with a company that provides poor service. And, consumers in India (18%) and Japan (10%) are most likely to only spend money with companies that provide excellent service. Why would you be willing

to spend more with a company that provides excellent customer service?

100%

90%

Companies who provide excellent service have earned my business

I place a high value on excellent customer service

Excellent service is worth spending more to me

I refuse to do business with a company that provides poor service

I only spend money with companies who provide excellent service

14% 7%

80%

70%

35% 38%

26% 37% 30% 25% 26% 28%

26%

13%

60%

50%

25% 21%

36% 20%

26% 23%

15% 20% 31%

24%

32%

33%

40%

30%

20%

10%

18% 18%

22% 16% 19% 10%

16% 28% 18% 21% 16% 23% 22%

31% 17%

24% 17%

11% 18%

37%

0% 6% 4% 6% 7% 8% 5% 6% 5% 6% 10%



Q.T5B: Respondents willing to spend more with a company that provides excellent service © echo Significantly higher than 6 other markets at the 95% confidence level 8 Not Shown: 1% or less None of These

Poor service leads to lost sales

In the past year, two in five consumers or more in most markets indicate that they have not completed a transaction or made an intended purchase because of poor customers service – significantly more consumers in Mexico (76%), India (71%), Australia (65%) and Canada (61%) are most likely to agree. Significantly fewer consumers in Japan (37%) and the Netherlands (28%) have done so.

100%

90%

80%

70%

60%

50%

40%

30%

20%

10%

0%

55%

61%

In the past year, have not completed a business transaction or not made an intended purchase because of poor customer service

76%

54% 52%

42% 44%

28%

65%

71%

37%

Q.N13



© echo Significantly higher than 6 other markets at the 95% confidence leve

Hospitality and Casual Dining industries rank highest in

Amex Customer Service Baromoeter 2012

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