ANZ and
AA Insurance, alongside Air New Zealand, are most enchanting when it comes to customer experience, according to the latest research by Kantar TNS New Zealand.
The study found that only 11% of Kiwis feel “enchanted” after a customer experience, compared to 20% of customers globally. Only 4% of NZ customers feel “disenchanted,” while 84% feel “unaffected.”
“Our research showed that truly enchanting experiences create memories by being both ranked excellent and leaving the customer feeling delighted. Those customers who felt ‘enchanted,’ had a 95% likelihood of remaining a customer,” Kantar TNS NZ Executive Director Nigel Green said.
However, New Zealand businesses should be cautious because overall the customer experience is lagging behind global standards, the study said.
With the imminent arrival of Amazon to NZ ready to disrupt the digital customer experience, Green said, local businesses should create memorable experiences for customers. The key to achieving this is to cut through the complexity and treat each communication channel with the attention it deserves, he said.
“Many customer interactions fail to leave a lasting positive impression on customers. Businesses are spreading themselves too thin – they have a Facebook page because they think they should, but it’s frustrating for customers if it’s not being monitored or the information is out of date,” Green said. “To ensure businesses deliver the ultimate customer journey, companies should measure what is important – to you and your customer. Focus on the precise issues and ensure your customer can interact with you using their preferred method in a way that will leave them feeling enchanted.”
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