In the intriguing study mentioned in this blog post, we learn that the British consumer is much more likely than an American consumer to drop a company because he/she received poor customer service, but that American consumers were twice as likely as the British to complain on social media about a bad customer service experience. As far as waiting on the phone for someone to talk to them about their complaint, the British will wait longer, while women in both countries are more patient on hold than men. This is not to say the women don’t complain; in both countries, they do so more often than men.

The article states that in Britain, as in the U.S., customers are valuing different things than they did in the not so distant past.  Where once a customer’s loyalty was centered around price, quality and delivery of the product, today it is more centered around customer service. This is in part due to the fact that there are so few distinctions between a product at one company and one at another.

The writer states that creating a good customer service experience is more than saying, “Have a nice day,” at the checkout counter. Instead, he writes, it is about , “emotionally engaging your customers and managing their experience to your desired emotional outcome.”

And, what emotion are you trying to evoke? Happy and pleased.