Better Business Bureau Survey: Shoppers pick 'Customer Service' as most important consideration when buying

 

CHICAGO, IL – While price and product selection were factors in the recent Holiday shopping season, customer service showed itself to be the most important element for shoppers according to a post-Christmas poll by the Better Business Bureau.

 

In the 10 days following the holiday, More than half (51%) of visitors to the BBB website picked customer service over price (33%), product selection (11%) and location (5%) as the key concern in making purchasing decisions.

 

“These results show that consumers continue to place a very high value on customer service,” said Steve Bernas, president and CEO of the Better Business Bureau of Chicago and northern Illinois.”Price and product selection were significantly lower in consumers’ interest than how the business relates to its customers.” 

 

The BBB president noted that while price usually is usually highlighted in advertising and promotions, stores may be missing what is truly important to the consumer if they do not make the buying experience pleasing to the customer. 

 

“Most store owners will admit that while price may pull customers into the store initially, it is the customer service and experience in the store that makes them into a repeat customer,” Bernas explained.”And repeat customers are what every business wants.”  

 

For more consumer advice, visit www.bbb.org