1. 2012 Global Customer Service
Barometer
Findings in India
A research report
prepared for:

2. Research Method
 This research was completed online among a random sample of
consumers aged 18+. A total of 1,007 interviews were completed.
 Interviewing was conducted by Echo Research between February
22 and 29, 2012.
 The overall results have a margin of error of +/- 3.1 percentage
points at the 95% level of confidence.
© echo 2

3. The majority of consumers think businesses are paying
more attention to providing good customer service
Nearly two thirds (65%) of consumers believe businesses, in the current economy, ‘have
increased their focus on providing good customer service’. This is largely the same as
consumer opinion in 2011 and 2010 (66% and 65%, respectively).
One in five (22%) consumers believe businesses ‘pay less attention to providing good
customer service’, unchanged from the past two years. As in the past, one in ten (11%)
consumers said that ‘businesses’ attitudes towards customer service have not changed’.
In this current economy, do you think that …?
11% 2012
Businesses' attitudes towards customer service 11% 2011
have not changed 12%
2010
65%
Businesses have increased their focus on 66%
providing good customer service 65%
22%
Businesses pay less attention to providing good 22%
customer service 21%
0% 20% 40% 60% 80% 100%
Not Shown: 2% or less Not Sure
Q.T3
© echo 3

4. More consumers say that companies meet their
customer service expectations
Nearly two thirds (65%) of consumers say their customer service experiences ‘meet their
expectations’, back to 2010 levels (65%) and significantly higher than seen in 2011 (61%).
Similar to 2010 and 2011, roughly one in ten (12%) said that the customer service
experiences they have with companies usually ‘exceed their expectations’ (11% in 2011; 9%
in 2010). Conversely, 19% of consumers in 2012 say their customer service experiences
‘miss their expectations’, significantly fewer than the one in four (25%) consumers who felt
that way in 2011 and 2010 (24%).
In general, would you say the
customer service experiences you
have with companies usually…?
65%
61%
Meet your expectations
65%
2012
19% 2011
25% 2010
Miss your expectations
24%
12%
11%
Exceed your expectations
9%
0% 20% 40% 60% 80% 100%
Not Shown: 4% or less Not Sure
Q.T2
Significantly higher/lower than previous
© echo year at the 95% confidence level. 4

5. Consumers believe that companies are helpful and will
go the extra mile to keep their business
A little less than half of consumers (45%), in both 2012 and 2011, feel that companies ‘value
their business and will go the extra mile for them,’ significantly higher than in 2010 (39%).
About a third say that companies ‘are helpful, but don’t do anything extra to keep their
business’ (32%). Fewer in than one in ten think that companies ‘take their business for
granted’ (7%) or ‘don’t seem to care about their business’ (4%).
In general, do you feel that companies…?
45%
Value your business and will go the extra mile 45%
for you 39%
32% 2012
Are helpful, but don't do anything extra to keep 34%
your business 48% 2011
2010
7%
Take your business for granted 9%
9%
4%
Don't seem to care about your business 4%
2%
0% 20% 40% 60% 80% 100%
Not Shown: 12% or less Not Sure
Q.T1
Significantly higher/lower than previous
© echo year at the 95% confidence level. 5

6. In 2012, consumers may be less likely to spend more
for excellent service
Significantly fewer consumers in 2012 say they have ‘spent more with a company because of
a history of positive customer service experiences’ (74% in 2012; 80% in 2011).
Fewer consumers than in 2011, although still a large majority, say they are willing to spend
more with a company they believe provides excellent customer service (87% in 2012; 90% in
2011). As in 2011, they are willing to spend 22% more, on average.
How much more would you be willing to spend with a company
that you believe provides excellent customer service?
2012 2011 2010
Willing to
5% more 27% Willing to 25% spend more 42%
spend more 90%
87%
10% more 21% 25% 21% Willing to
Average: 22%
Average: 22% spend more
76%
20% or more 40% 40% 13%
Average: 11%
Not willing to spend
8% Have spent 5% Have spent 17% Have spent
more
more more more
74% 80% 67%
Don't know 6% 5% 8%
0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
Q.T4/T5
Significantly higher/lower than previous
© echo year at the 95% confidence level. 6

7. Consumers value excellent service – most are willing to
pay for it, while some expect it
Those who are willing to spend more with a company they believe provides excellent customer
service ‘place a high value on excellent customer service’ (26%), and believe that ‘excellent
service is worth spending more to them’ (32%). Greater than one in ten consumers ‘only spend
money with companies who provide excellent service (18%), feel that ‘companies who provide
excellent service have earned their business’ (14%) and ‘refuse to do business with a company
that provides poor service’ (11%).
For those not willing to spend more with a company they believe provides excellent customer
service, more than a third (36%) ‘expect excellent service’ and feel they ‘should not have to spend
more’. Three in ten (30%) feel that ‘prices for goods and services are already too high’, and 17%
say ‘they can’t afford to’.
Why would you be willing Why would you not be willing
to spend more with a company that to spend more with a company that
provides excellent customer service? provides excellent customer service?
Excellent service is worth spending 32% I expect excellent service
36%
more to me 34% and should not have to
37%
spend more
I place a high value on excellent 26%
customer service 24% Prices for goods and
2012 30%
services are already too
33%
I only spend money with companies 18% 2011 high
who provide excellent service 16%
17%
I can't afford to
Companies who provide excellent 14% 10%
service have earned my business 16%
I refuse to do business with a 9%
11% My expenses have gone up
company that provides poor service 10% 10%
0% 10% 20% 30% 40% 50% 60% 0% 10% 20% 30% 40% 50% 60%
Not Shown: <1% None of these Not Shown: 10% or less None of these
Q.T5A Respondents not willing to spend more (n=136/102)
Q.T5B Respondents willing to spend more (n=871/900)
© echo 7

8. Consumers are telling more people about their
customer service experiences
More than nine in ten consumers talk about their good customer service experiences, at least
some of the time (97%), while two thirds (66%) tell someone about them all of the time, similar
to 2011 (98% and 67%, respectively). When it comes to poor customer service experiences,
86% of consumers talk about them (compared to 92% in 2011), 54% of them all the time (56%
in 2011).
Compared to last year, consumers tell significantly more people on average about their
customer service experiences, both good and bad. On average, they tell 44 people about their
good experiences (up from 32 in 2011), and 47 people about their bad experiences (up from 35
in 2011).
How often do you tell other people How often do you tell other people
about your good experience? about your poor experience?
All the time Sometimes Rarely Never Avg # of Avg # of
All the time Sometimes Rarely Never
people they tell people they tell
2012 66% 31% 2%1% 44 54% 32% 10% 4% 46
2011 67% 31% 1% 1% 32 56% 36% 6% 2% 35
0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100%
Q.N6/6a/6b/6c Significantly higher/lower than previous
© echo year at the 95% confidence level. 8

9. Poor service can lead to lost sales
In the past year, seven in ten (71%) consumers intended to conduct a business
transaction or make a purchase, but decided not to based on a poor service experience.
In the past year, have you intended to conduct a business transaction or make a purchase
but decided not to based on a poor customer service experience?
Yes, 71%
No, 29%
Q.N13
© echo 9

10. Consumers lose their temper with customer service
representatives
Close to two thirds of consumers lost their temper with a customer service professional in
the past year (64%).
Of those who lost their temper, six in ten (61%) ‘insisted on speaking with a supervisor’,
two in five (41%) ‘demanded to know the customer service professional’s name’, and
nearly two in five (37%) ‘threatened to switch to a competitor’. One third (34%) ‘hung up
the phone’, three in ten (29%) ‘talked about their experience via social media’, one in five
(18%) ‘stormed out of the store’, and one in ten (12%) ‘used profanity’.
Which of the following have you done when you lost your
temper with a customer service professional?
In the past year, have you lost your temper Insisted on speaking with a
with a customer service professional? supervisor
61%
Demanded to know the customer
service professional's name
41%
No, 36%
Threatened to switch to a competitor 37%
Yes, 64%
Hung up the phone 34%
Talked about my experience via
social media
29%
Stormed out of the store 18%
Used profanity 12%
0% 20% 40% 60% 80% 100%
Not Shown: 4% None of these
Q.N14
Q.N14a Respondents who have lost their temper in the past year (n=641)
© echo 10

11. Consumers’ preferred channel for customer service inquiries
varies depending on the complexity of the inquiry
For simple inquiries, such as locating a product or checking an account balance, one out of five (21%)
consumers prefer using a company website or email, followed by using an automated voice response
system on the phone (16%), or text message (15%).
For a more complex inquiry, such as returning a product or getting assistance with a product issue, one
in four (25%) consumers prefer speaking with a ‘real’ person on the phone, followed by using a company
website or email (18%), and a ‘face to face’ conversation (15%).
For even more difficult or complicated inquiries, close to three in ten consumers (28%) prefer a face to
face interaction, one in five (22%) prefer speaking with a ‘real’ person on the phone, and 13% prefer a
company website or email. For each of the following types of customer service
inquiries, which is your
preferred channel for reaching out to companies?
A simple inquiry A more complex inquiry A difficult inquiry
(such as locating a product or (such as returning a product or (such as making a complaint or
checking an account balance) getting assistance with a product issue) disputing a charge)
Company website or email 21% 18% 13%
Using an automated voice
16% 12% 11%
response system on the phone
Text message 15% 9% 8%
Speaking with a 'real' person on
14% 25% 22%
the phone
Face to face 12% 15% 28%
Online chat/instant messaging 12% 11% 9%
Social networking site 12% 10% 9%
0% 20% 40% 60% 0% 20% 40% 60% 0% 20% 40% 60%
Q.N12a/b/c
© echo 11

12. Consumers desire a short waiting time to resolve an
inquiry, above all
One in five consumers (22%) cite ‘waiting too long to have an inquiry resolved’ as the most
likely customer service issue to influence them to switch brands or companies. Almost as
many (20%) cite ‘a rude or unresponsive customer service representative’, followed by ‘being
shuffled from representative to representative with no resolution of your issue’ (17%).
Which of the following customer service issues
would be most likely to influence you to
switch brands or companies?
Waiting too long to have an inquiry resolved 22%
A rude or unresponsive customer service rep 20%
Being shuffled from rep to rep with no resolution of
17%
your issue
Having to continue to follow up to check if your issue
14%
has been resolved
Finding out company policies and pricing have
10%
changed without notice
Being pressured to purchase something 7%
Being forced into one channel (email, phone, etc.) 7%
0% 20% 40% 60%
Not Shown: 4% None of these
Q.N15
© echo 12

13. Consumers are generally patient when it comes to
their willingness to wait for customer service
On average, consumers are willing to wait a maximum of 16 minutes on hold when they
contact a customer service center by telephone. Two in five (41%) are only willing to wait
less than 5 minutes, while 17% are willing to wait one hour or more.
In person, consumers are willing to wait an average of 17 minutes for customer service
help, slightly more than on the phone. Three in ten (28%) are willing to wait less than five
minutes, while 16% are willing to wait one hour or more.
When you contact a customer service center by phone, What is the maximum amount of time you are
what is the maximum amount of time you are willing to wait for help from customer service in-person
willing to wait on hold? (ex., at a bank, retail store, service provider or restaurant)?
1 hour or
1 hour or more, 16%
more, 17% Less than 5
Less than 5 minutes, 28%
minutes, 41%
30 min >1
hour, 6%
30 min >1 Avg. = Avg. =
hour, 7% 16 min 17 min
15 min >30
15 min >30 min, 15% 5 min >10
min, 11% min, 17%
10 min >15 5 min >10 10 min >15
min, 9% min, 15% min, 18%
Q.N16/N18
© echo 13

14. Customer service wait times have generally improved
More than two thirds (69%) of consumers feel that companies have generally improved in terms
of the amount of time they are being left on hold during a typical customer service phone call.
Less than one in ten (9%) feel that companies have worsened in this respect, one in five (22%)
feel they have not changed.
More than two thirds (68%) of consumers feel that companies have generally improved in terms
of the amount of time they wait for customer service in person. Less than one in ten (8%) feel
that companies have worsened in this respect, one in four (24%) feel they have not changed.
In the past year, do you believe that companies have generally
improved or worsened in terms of the amount of time you feel you have spent
waiting for help from customer service…?
Improved Have Not Changed Worsened
On the phone 69% 22% 9%
In-person 68% 24% 8%
0% 20% 40% 60% 80% 100%
Q.N17/N19
© echo 14

15. Social media is a common channel for consumers
seeking a customer service response
A little more than half (54%) of consumers say they have utilized social media to get a
customer service response.
Those who have used social media for customer service have done so for a variety of
reasons, including ‘sharing information about their service experience with a broader
audience’ (50%), ‘asking questions of other users about how to get better service or have
a better experience with a company’ (46%), ‘seeking recommendations from others about
great service establishments‘ (41%), ‘praising a company for a great service experience’
(40%), and ‘seeking an actual response from a company to help them with a service issue’
(39%).
Which of the following are reasons you use social media
when it comes to customer service?
In the past year, have you utilized social media Share information about your service
experience with a broader audience
50%
to get a customer service response?
Ask questions of other users about
how to get better service
46%
Seek rec. from others about great
service establishments
41%
No, 46% Yes, 54% Praise a company for a great service
experience
40%
Seek a response from a company to
help you with a service issue
39%
Vent frustration with a bad customer
service experience
32%
Praise an individual for providing a
great service experience
31%
0% 20% 40% 60% 80% 100%
Not Shown: 2% None of these
Q.N20/N21
Respondents who have utilized social media to get a customer service response in past year (n=540)
© echo 15

16. Resolution of customer service issues via social media
is generally good and consumers see improvement
More than a third (37%) of consumers who have used social media for customer service
inquiries say they always get an answer or have their complaint resolved. One in ten
(14%), however, say they rarely or never get an answer or have their complaint resolved.
Four in five (80%) consumers feel that companies have generally improved their response
times over social media channels. Almost one in five (17%) say they have not changed,
while only 2% say response times over social media have worsened.
When you use social media to complain about a customer In the past year, have companies generally improved or
service issue, how often do you feel you get an answer or worsened in terms of how quickly you feel they respond to
your complaint is resolved by the company? you over social media channels surrounding a general
inquiry or complaint?
Never, 2%
Rarely, 12%
Worsened, 2%
Have not
Always, 37%
changed, 17%
Improved,
80%
Sometimes,
50%
Q.N22/N23
Respondents who have utilized social media to get a customer service response in past year (n=540)
© echo 16

17. Consumers say small businesses provide more personal service and
understand both their business and customers better than large companies
Four in five (80%) agree small, independently or locally-owned businesses ‘provide a more
personal customer service experience’, with two in five (41%) strongly agreeing with this
statement. Four in five (80%) also feel small businesses ‘understand their customer better’
than large companies, with two in five (40%) strongly agreeing. Three quarters (75%) feel
small businesses ‘know their business/product better’, with more than a third (37%)
strongly agreeing.
Based on your experience, how much do you agree or disagree
that each of the following statements accurately
describes customer service in small business?
Agree
They provide a more personal
customer service experience than large 41% 39% 80%
companies
They understand their customer better
40% 40% 80%
than large companies
They know their business/product
37% 38% 75%
better than large companies
0% 20% 40% 60% 80% 100%
Q.N24
© echo 17

18. Consumers willing to spend more for excellent customer service
have no preference between small businesses and large companies
Comparing a small independently-owned business and a large company that both provide
excellent customer service, a little more than a third (36%) of consumers who are willing to
spend more with a company that provides excellent customer service are willing to spend
more with a large company compared to a small business. Another third (34%) are willing
to spend more with a small business over a large company, three in ten (30%) state there
is ‘no difference in their willingness to spend more for excellent customer service.’
Considering a small independently-owned business and large
company that both provide excellent customer service –
which type of company are you willing to spend more with?
Willing to
spend more
with a small
business, 34%
No difference,
30%
Willing to
spend more
with a large
company, 36%
Q.T5C
Respondents willing to spend more with a company that they believe provides excellent customer service (n=871)
© echo 18

19. Consumers believe hospitality and luxury brand
industries excel in customer service
The hospitality industry (e.g., hotels, motels, etc.) and luxury brands rate highest in the
customer service areas consumers were asked about, with the retail and casual dining
industries closely following.
% Who Agree the Statement Describes
Customer Service in the Industry
67%
72%
Customer service exceeds your expectations 68%
63%
69% Casual Dining
71%
75% Hospitality
Values your business and will go the extra mile for you 71%
68%
73% Retail
78%
81% Travel
Have increased their focus on providing good
78%
customer service
75%
80% Luxury Brand
77%
80%
You have spent more with a company because of a
77%
history of positive customer service experiences
75%
77%
0% 20% 40% 60% 80% 100%
Q.N7-N11
© echo 19