Every marketer wants customer loyalty, even brand evangelism, but it seems that one of the key factors in achieving these goals is providing quality customer service. According to the American Express Global Customer Service Barometer, consumers will spend 9% more than the average on companies with excellent customer service.

However, customer service isn’t just knowledgeable staff and employee professionalism. Customer service also means managing bad experiences well. According to this survey, it’s not enough to resolve a customer’s problem. 52% of consumers expect something in return for a flawed customer experience and over 70% of consumers want an apology of some form of reimbursement as compensation. However, if those problems are managed effectively, most customers will return even after a bad brand experience. So no matter how many changes the market has undergone, customer service is still key.