How To Get Customers To Pay More

How To Get Customers To Pay More

Offering self-service options, which extends beyond customer service. It simply means giving the ... [+] customer more control.





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Customers are smart. They know a good deal when they see one. They also know a good deal is not always about price, but that it could be about a good customer service experience. As a matter of fact, more than half of the customers we surveyed in the 2020 Achieving Customer Amazement report“”62%“”are willing to pay more for a good customer service experience.



Almost every survey I've seen over the years claims that a great service experience will make price less relevant. Nothing new there, but I wanted to put some numbers behind it. We surveyed more than 1,000 consumers, and only 12% said they wouldn't pay more for a higher level of customer service, while only 26% said they were indifferent. That leaves an overwhelming majority of customers who, when given the right value proposition, are less sensitive to pricing issues.



A number of years ago I attended an event at Northwestern University's Kellogg School of Management where Louis Stern was the featured speaker. He talked about his experience with IBM computers (when IBM still