Survey: Excellent Customer Service Can Cultivate Customer Loyalty

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Akbar Ridwan 28/07/2025 16:50 WIB

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According to a Capgemini Research survey, good customer service fosters customer loyalty.

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The Impact of Excellent Customer Service on Global Consumers (November-December 2024)

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According to a Capgemini Research Institute survey, good customer service fosters customer loyalty.

65% of global consumers would recommend a brand to friends or family, if they received good service from that brand.

Similarly, 55% of consumers would become repeat customers.

The following details the impact of good customer service on consumers, according to the Capgemini survey:

Recommending the brand to friends/family: 65%
Feeling valued and cared for: 61%
Becoming a repeat customer: 55%
Feeling a strong emotional connection with the brand: 34%
Increasing spending with the brand: 33%
Sharing positive experiences online or on social media: 25%

"Our research shows that younger consumers tend to feel a stronger emotional connection with brands and are more likely to become repeat customers if they receive good customer service," Capgemini stated in its report.

Conversely, if the customer service provided is poor, consumers feel the following:

Feeling frustrated and ignored: 44%
Dissuading friends/family from using the brand: 40%
Losing trust in the brand: 35%
Reducing spending with the brand: 29%
Sharing negative experiences online or on social media: 21%

"66% of consumers aged 18-24 will abandon a brand if its customer service is poor," said Capgemini.

Capgemini conducted this survey in November-December 2024, involving 9,500 consumers aged 18 and over across 13 countries in North America, Europe, Asia-Pacific, and Latin America.

Editor : Adi Ahdiat

"Disclosure: This is an AI-generated translation of the original article. We strive for accuracy, but please note that automated translations may contain errors or slight inconsistencies."

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Survey: Excellent Customer Service Can Cultivate Customer Loyalty

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