By Kris Crismundo

(File photo)

MANILA – More Filipinos are considering excellent customer service as a bigger factor to purchase goods and services, than cheaper prices, the 2024 Qualtrics Consumer Trends Report showed.

Qualtrics reported that quality products and service (70 percent of the surveyed respondents) and customer service support (50 percent) are the top purchase drivers among Filipinos, above price (37 percent), easy digital experience (26 percent), and doing good things for society (15 percent).

“Consumers in the Philippines expect more than ever from organizations they engage with. Brands need to find ways to capture valuable customer feedback in all the places where it’s being shared, such as through surveys, social media, call transcripts, chat logs, and review sites and combine it with operational data, such as average spend and visit frequency, to gain insight into what consumers are doing and better understand how to serve them better,” Qualtrics XM Institute principal XM catalyst Moira Dorsey said.

However, the same report showed that customers are providing feedback in less direct ways after having a bad shopping experience.

“Since 2021, the share of consumers providing feedback directly to companies they buy from following a very bad experience has fallen by 11 percentage points, meaning organizations need to be smart about gathering feedback where customers are giving it and taking action to address it,” Qualtrics said.

According to the report, when customers had a bad experience in shopping, 48 percent of them will tell the company, 44 percent will tell friends and family, 30 percent will leave online reviews, and 19 percent will share their experience on social media.

Moreover, Qualtrics added that organizations need to overcome a critical barrier to improve customer experience by boosting the morale of frontline employees, including cashiers, bank tellers, and restaurant crews.

A separate Qualtrics research noted that this group is less satisfied with their pay and development to do their job, compared to non-frontline employees.

Also, only 38 percent of customer experience leaders said they prioritize training customer service agents and frontline employees. (PNA)