The people have spoken: Croatian companies do not offer quality customer service.
In our Vox Populi survey conducted in the month of June, we wanted to find out to what extent the respondents are familiar with customer support services, as well as whether they use them actively, in what way, and how satisfied they are with them. We were interested in this topic as customer support services should fall within the domain of communication management, even though companies often treat them as technical services only. The fact that this is very wrong is evident from a number of negative comments on forums and social media, which can turn into real little crisis situations that can damage the reputation of a brand or a company targeted by critics in the long run.
Customer service that does not reply?!
As expected, 75% of respondents who actively use customer support services use online platforms for that purpose, while only 25% of them use telephones.
As for availability, almost all respondents (97%) claim that it is important for them to be able to ask for help through various channels (telephone, email, web…), and insist on 24-hour availability. Tolerable response time amounts to up to 60 minutes. Although quality customer service is essential for a good brand image, 79% of respondents found themselves in a situation where they never received a reply.
Five good examples
When it comes to the quality of communication, more than half of the respondents (58%) believe that customer services most often use personalized responses, noting that generic responses can deter them from using their services. Slightly less than half of the respondents (40%) expect the tone of communication to be formal.
In conclusion, the respondents believe that Croatian companies do not have quality customer service systems, and they are willing to contact the superiors if their problem is not solved within a reasonable time or if the quality is unsatisfactory. IKEA, Erste banka, Privredna banka Zagreb, Mall.hr and Eurosender are examples of companies that deviate from this standard in a positive way.
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