In many companies customer service is overlooked, often replaced by heavy investment in  advertising. We gathered some insights that prove paying attention to both a customer’s practical and emotional needs improves their experience and in turn your business.

Earlier this week we had a conversation with people in Kenya and Trinidad and Tobago asking about their expectations as customers.  Not surprising, on average 86% felt they were valued by a company based on the customer service they received.  Our discussion revealed that in both countries, people preferred the banking and telco sectors because they were professional, offered service in a timely manner and maintained high standards. Government and health services were ranked the lowest for customer service in both countries mainly because participants felt they weren't given enough attention. Roughly 68% of our participants said they would pay more for better service elsewhere.

These insights from two different places reveal converging views on just how important the customer experience is.  As the saying goes "Customers may forget what you said but they'll never forget how you made them feel.” Appreciating your customers in ways they would not expect and uplifting their spirits can be the best way to show how much you value them. 

To hear more stories about how companies have learned to better serve their customers check out mSurvey's Voice of the Customer.