![\"\"](\"https:\/\/hyken.com\/wp-content\/uploads\/Serial-Switchers-.jpg\" "\\"customer")
<\/a>Two years ago I reported on NewVoiceMedia\u2019s \u201cserial switchers\u201d report that indicated that $62 billion was lost due to poor customer service. That number, in their <\/a>Two years ago I reported on NewVoiceMedia\u2019s \u201cserial switchers\u201d report that indicated that $62 billion was lost due to poor customer service. That number, in their new report<\/a> now has that number pegged at $75 billion! That\u2019s a lot of lost business!\r\n\r\nHere\u2019s my take on this. Customers want and expect more than ever before \u2013 because that\u2019s what we have we taught them.\r\n\r\nThe customer service rock stars tout the accolades and awards that they have received. And, when our customers visit these businesses, they experience what great service feels like. And, then they come to us.\r\n\r\nWe promise our customers that we will deliver amazing service, and we may. But, whether or not we do is for the customer to judge. And, here is where that judging gets interesting. They are no longer comparing us to our competitors. They are comparing us to the best service they ever received from anyone.\r\n\r\nAnd, what happens when a customer doesn\u2019t receive the customer service they expect? They switch!\r\n\r\nThe NewVoiceMedia reports that \u201cBrands are failing to create the positive, emotional experiences that drive customer loyalty<\/a>.\u201d That failure results in 67% of customers becoming what they call \u201cserial switchers.\u201d Simply put, these customers are willing to switch brands because of poor customer service. And, that\u2019s a 37% increase since their last report. Customers are grading the companies and brands they choose to do business with, and it\u2019s simply a pass\/fail grade, where failure means the customer moves on.\r\n\r\nThe main reasons customers switch are obvious. They feel underappreciated. They are not able to speak to a person who can provide answers. They experience rude employees. And, they are put on hold for unreasonable lengths of time. Personally, I hate holding for a long time while the company\u2019s recorded message states, \u201cYour call is very important to us.\u201d\r\n\r\nHowever, it\u2019s not all \u201cgloom and doom.\u201d There is some good news in the report. 86% of surveyed customers said that if there was an emotional connection with a customer support agent and the customer felt they were cared for and valued, they would be willing to continue to do business with the company again. And, if the company provides good service, 66% of customers would be more loyal and 65% would be willing to recommend the company, and my favorite stat, 48% would spend more.\r\n\r\nWhile the NewVoiceMedia survey focused on customer support centers<\/a> and B2C, don\u2019t think that the B2B customer won\u2019t switch. The numbers are different in the B2B world, as the customer may have fewer options. Yet, when the B2B customer is ready to renew a contract or reorder supplies, don\u2019t think they aren\u2019t comparing you to other companies outside of your industry. They are. And, some of those companies have created higher expectations that you, at a minimum must meet, but even better, exceed.\r\n