KPMG Survey Shows Consumers Value Customer Service

Online or in person, customer service reigns supreme over low prices and even speed of shopping, according to a new survey conducted by KPMG and the Indiana University Kelley School of Business.

The survey is called "Creating the Ideal Shopping Experience: What Consumers Want in the Physical and Virtual Store."

When asked about their ideal shopping experience, approximately 40 percent of the 2,120 consumers polled reported that access to knowledgeable, helpful and courteous salespeople is the key attribute when shopping for major appliances, furniture and lighting. This also includes more than one-third of respondents who shopped for groceries, and health and beauty care products.

Still, many shoppers don't want to be bothered by customer service representatives unless they seek out the assistance themselves. Respondents commented they only want sales assistance when needed, and they would prefer not to have pushy salespeople.

The full story may be found on the KPMG Web site, and the entire survey can be downloaded for viewing.

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