Polaris Marketing Research Survey Finds American Willing to Pay More for Excellent Customer Service

Share Article

Based on this survey, fully 36 percent of Americans would be willing or extremely willing to pay 10 percent more for a product or service if they knew that they would get excellent customer service.

News Image
The American consumer values excellent customer service, but is not receiving it at this time. If consumers are willing to pay more, businesses have no excuse to deliver less than excellent customer service.

Polaris Marketing Research Inc. announced today more results of its recent study of American consumer perceptions of customer service. Fully 36 percent of Americans would be willing or extremely willing to pay 10 percent more for a product or service if they knew that they would get excellent customer service. Thirty percent of Americans are not willing to pay extra to ensure excellent customer service, and 36 percent of American are not sure whether they would pay extra.

The findings were very consistent over demographic population subgroups. Only males, consumers more than 50 years of age and lower income consumers were more likely not to be willing to pay more for excellent customer service.

“The American consumer values excellent customer service, but is not receiving it at this time. If consumers are willing to pay more, businesses have no excuse to deliver less than excellent customer service,” said Polaris President Jan Carlson.

Polaris conducted online surveys with a representative sample of 1,000 American consumers during the week of June 20, 2011.

Founded by Jan Carlson, Polaris Marketing Research is a full-service firm that provides state-of-the-art online interactive marketing research reporting, interviewing and data collection, quantitative and qualitative research expertise and personalized project management.

Atlanta-based Polaris Marketing Research is affiliated with the Council of American Survey Research Organizations, the American Marketing Association and the American Society for Quality.

For more information, call Dianne Hill at 404-816-0353 or visit us at polarismr.com.

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Dianne Hill
Visit website

Media