The majority of consumers surveyed also feel that customer service plays a vital role during the decision-making process. 78% said having customer support available for a product or service influences their decision before purchase, with the quality of customer service available highlighted as a key factor of influence. (67%)

When asked what factor they valued most when dealing with customer support, 78% said customer service agents, specifically knowledgeable agents (38%), the ability to speak to a live agent (25%) and friendly agents (15%). The research reveals the emphasis consumers place on dealing with agents and how this reflects on a company’s image.

Commenting on the survey results Brian Griggs, Senior Director for Business Development and Customer Support said, “Our research shows the true value consumers place in customer support. It is a vital component for every business. Customers want to feel valued and heard when dealing with support services and these interactions can influence customer loyalty and retention.”