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Businesses want 24-hour customer service

But many firms aren't willing or able to offer it because they don't have flexible working measures in place, a new survey has shown.

By Miya Knights, 28 Jul 2008 at 12:41

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Nine out of ten European senior business managers said they are more likely to choose a supplier that offers 24-hour customer service, according to a new European survey.

And nearly as many (89 per cent) were prepared to pay premium prices for 24-hour access to their suppliers. Despite this, just one in five firms were willing to offer such access to their own customers.

The independent research commissioned by business communications provider Avaya, said only 17 per cent of surveyed firms felt they could offer 24-hour service. One reason these firms could offer such service was because their employees work the flexible hours needed to underpin an around-the-clock customer service function.

Indeed, the research found that a lack of technology isn’t a barrier to offering 24-hour service. Over half (58 per cent) of respondents thought their company already had the technology and systems in place to enable the flexible working arrangements necessary to support 24-hour customer service.

The survey of some 3,000 people across Europe also revealed high expectations of what any supplier’s service offering should provide. Expectations included 24-hour issue resolution and a choice of communication channels, such email, phone, fax, letter or face-to-face meetings.

But respondents were very clear about which forms of communication they preferred: 70 per cent said they get the best supplier service over the phone, followed by email (59 per cent) and face-to-face contact (56 per cent).

And, suggesting paper-based communication has had its day, faxing and formal letters were deemed the least likely customer service channel to garner success, among 18 and 10 per cent of respondents respectively.

Martyn Lambert, Avaya Europe, Middle East and Africa marketing vice president said many companies have already laid the groundwork for a flexible, scalable approach to work.

But Lambert added that the high demand for 24-hour customer service meant many of these same companies were missing a trick.

“By allowing employees remote and mobile access, companies can create virtual customer service offerings that allow that 24x7 approach that companies are clamouring for. It could be a competitive differentiator for those companies scrambling to push forward in a difficult economic environment,” he added.