Customers are placing more and more value on first-class service quality and an outstanding customer experience. Expectations are particularly high for smaller companies or service providers, such as Internet service providers and municipal utilities. The higher expectations of small companies can be attributed to several factors, which are generally related to the size and structure of these companies. What are the expectations of small companies and what are their reasons? We took a closer look.
Customers see considerable advantages in cooperating with small companies
A survey by Zendesk revealed that almost all (98%) see enormous advantages in cooperating with small companies. The respondents see the greatest advantage in customer service. A full 63% say that customer service at small companies is better and more personalised than at large companies.
In addition to better customer service, respondents cited other advantages of choosing a smaller company:
- Ease of building relationships (48%)
- Comfort (32%)
- Availability of unique solutions (35%)
And let’s not forget the good feeling of supporting smaller companies and thus contributing to society (49%).
Customers expect a better level of service
However, it has long been clear that simply supporting a small company on the basis of its size is not enough to maintain long-term loyalty. Customers are demanding. They have high expectations of service quality. Most respondents expect small companies to provide better customer service than traditional large providers. A differentiated expectation of the customer service of smaller companies may be due to the following factors:
Perception of customer proximity
Smaller companies are often associated with “proximity”. Customers expect personal and professional interaction that is tailored to their individual needs. The assumption is based on the belief that smaller companies or providers have the opportunity to maintain closer contact and offer specific services due to their limited customer base.
Perception of professionalism and error prevention
Customers often assume that smaller companies are less prone to errors due to their size. They often assume that, due to a simple and limited company structure, services can be offered without major bureaucratic hurdles, responsibilities are clearly defined and repairs can be carried out quickly and easily. This also includes the fact that, due to the limited customer base, customers assume that their problem is extremely individual and an isolated case, so that they are prioritised when their concerns are dealt with.
Demand for flexibility and smooth processes
Accordingly, customers demand the flexibility and agility of smaller companies. They expect these companies to respond more quickly to enquiries and be able to respond more flexibly to individual requests.