Almost nine in ten customers will pay more for a great experience

Despite recent tough economic times and current UK Government plans to reduce the country’s deficit, research from Harris Interactive suggests that UK consumers are willing to pay more for a better customer experience.

Nearly all consumers (84 percent) said they would be willing to pay over the standard price for goods or services to ensure a superior customer experience.  Of those consumers that said they would pay more for an excellent customer experience:

• 88 percent would pay 5 percent or more
• 62 percent would pay 10 percent or more
• 25 percent would pay 15 percent or more
• 11 percent would pay 25 percent or more

 “The figures show that despite recent economic challenges, consumers still value a better customer experience and are willing to pay more to guarantee it. Businesses should take note and spend less time and energy on product price wars that devalue their brand and concentrate more on providing a better experience.

Ultimately a superior customer experience will help to build brand loyalty and have a positive effect on the bottom line.” says Greg Gianforte, CEO and Founder of RightNow Technologies  who sponsored the research

In the US the study showed a similar story with 85 percent saying they would be willing to pay more for a better customer experience.  Out of those that said they would pay more for a superior customer experience: