Exceptional customer service can make or break a company. I do not believe these words to be too harsh a statement. As market researchers, and consumers ourselves, we have all had customer experiences that went above and beyond the norm. Then again there have been those times when it felt as if the notion of good customer service had left the building.

A study reported in the August issue of Quirk’s it was noted that consumers are 58 percent more likely to make a purchase when a company responds to the customer’s call within a minute. Other positive behavior noted included a 73% increase in the likelihood to recommend the company to their friends, family and colleagues. The study was conducted by the marketing automation firm Ifbyphone.

In the course of the study, respondents were asked several questions regarding interaction time. The study was designed so that respondents expressed opinions regarding their most recent experiences under two conditions: to make a new purchase or as an existing customer. The results of the consumer survey show that sales calls (those made under the condition of being a new customer) were answered more quickly than calls placed by existing customers. Half of all calls placed by new customers were answered in less than a minute, compared to 78% of existing customers having to spend more than a minute to reach a live person.

Four out of five respondents reported a desire to leave a brand based on poor response times. This was tempered somewhat by contractual obligations which prevented some of these respondents from carrying out their desires. However, keep in mind, if your goal is to maximize customer satisfaction then paying attention to your call times is critical. They may not be able to leave the fold, but they can certainly opt not to bring their friends along with them.

Although this study was geared toward a consumer market, its key findings are applicable to commercial settings. It would be good, however, to see B2B market researchers take up the cause and validate the research to see if the findings have the same magnitude.