Americans Willing to Spend More for Good Customer Service

Consumers are more willing this year to open their wallets for premium customer service, according to the American Express Global Customer Service Barometer. The survey, conducted in the United States and nine other countries, found 70 percent of American respondents were willing to spend an average of 13 percent more with companies they believe provide excellent customer service, up from 2010, when 58 percent said they would spend an average of 9 percent more for great service.

Despite the increasing emphasis on customer service, the survey found that many businesses are missing the mark. Six in 10 Americans believe businesses have not increased their focus on providing good customer service, up from 55 percent in 2010. Among this group, 26 percent think companies are actually paying less attention to service. However, the survey found one bright spot for small businesses: Four in five Americans agree that smaller companies place a greater emphasis on customer service than large businesses.