Customers Crave Great CX But Don’t Want to Pay Premium

The “Great Expectations” gap – Customers crave great customer service but don’t want to pay a premium – Study reveals disconnect between business beliefs and consumer desires

Half of consumers (50%) say they wouldn’t be willing to pay more to receive good customer service and just a fifth (21%) say they would be willing to pay over 10% more. That’s according to a new consumer survey conducted by Enghouse Interactive.

Yet, in a separate survey commissioned by Enghouse, 85% of IT professionals working for UK organisations said they think customers would be willing to pay more to receive good customer service. 25% of this survey sample even said they thought customers would be willing to pay up to 30% more to receive this and 11% said up to 40% more.

Judith Schuder, VP Marketing EMEA at Enghouse Interactive, said:

“It shows the difference in attitude that still persists between many businesses and their customers today. Some organisations may see an opportunity to monetise great customer service but today’s consumers increasingly think service excellence should be a given. It is critically important to them but they believe it is what businesses should be doing. If they don’t, they will likely vote with their feet and leave.“

In that sense, the customer experience is increasingly the key differentiator that businesses need to pay attention to. When consumers were asked what is the biggest influence on their purchasing decisions, ease of doing business came in at 26%, well ahead of quality of goods/services (20%).

Organisations have a very different perspective though. According to IT professionals, quality of goods and services has the biggest influence on customers’ purchasing decision (35%). This is followed by good price (18%) and ease of doing business (13%).

While businesses are bringing on new channels, change is not always keeping up with consumer preferences. Just 18% of consumers said that they wanted email to be the most prevalent customer service option organisations would offer them in two years’ time. Yet it is expected to be the channel most used by business in 2024.

Schuder added: “There is clearly still a disconnect between what organisations are offering in terms of communications channels and a customer experience and what consumers actually want and expect. With customer service increasingly a key differentiator, businesses will need to close that expectation gap quickly to stay ahead of the competition.”



To see the full findings of study, click here to download the research report.


Enghouse Interactive is a leading global contact centre and video solutions provider that has been serving thousands of customers for over 35 years. Enghouse Interactive solutions enable customers to deliver winning customer experiences by transforming the contact centre from a cost centre into a powerful growth engine. Enghouse Interactive’s core values – reliability and choice – are key differentiators in the global marketplace. Reliability speaks to Enghouse Interactive’s reputation for always honouring commitments to customers, staff, partners and investors. Choice is reflected in the unparalleled breadth of its customer experience (CX) portfolio, which enables customers to choose from a wide array of solutions and consulting practices, whether deployed on-premise, in the cloud or on a hybrid platform. By providing a broad range of technologies and capabilities based on open standards, Enghouse Interactive simplifies the advanced integrations that customers require.

For additional information about Enghouse view their Company Profile

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