Research shows that 86% of customers are willing to pay more for better service. But in a cost-sensitive environment like South Africa, what does “better” really mean, and why are people willing to spend more for it?
The answer lies in how customers define better service. It’s not about bells and whistles. According to Bruce von Maltitz, CEO of 1Stream, “Customers want speed, convenience, knowledge, consistency—and perhaps most importantly—a human touch. That’s what they value, and that’s what they’re willing to pay for.” This understanding forms the foundation of an effective customer experience (CX) strategy.
Customer experience strategy is the entire journey, not just one moment
Too many businesses misinterpret what CX actually is. It’s not a single transaction or a helpful agent. It’s the full journey, from discovery of a product or service to post-sale support. When done right, CX pays for itself by keeping customers happy and loyal, ultimately driving revenue growth.
Von Maltitz adds, “CX is not about isolated touchpoints. It’s the sum of all the interactions a customer has with a brand. And every one of those interactions counts.” This holistic approach to customer experience management is crucial for creating a seamless experience that meets customer expectations.
Why speed and simplicity matter most in CX
Think of the last time you paid more for a smoother service: a reliable flight, quick tech support, or a simple checkout process. You weren’t just paying for the product. You were paying for peace of mind and a positive user experience.
“Customers don’t want hassle,” von Maltitz explains. “They want services that just work, systems that are intuitive, and people who understand what they need.” Whether it’s resolving a fibre issue or buying insurance, customers expect fast resolution, smooth digital experiences, and consistent service across WhatsApp, email, or a call with a real person. This is where self-service options, chatbots, and automation can significantly improve operational efficiency and reduce wait times.
This is the heart of what CX delivers: removing friction points and creating loyalty through ease and empathy. By focusing on first contact resolution and minimising negative experiences, companies can create an emotional connection with their customers.
The real meaning behind the 86%
When customers say they’ll pay more for better service, it’s not about luxury; it’s about not having to fight for what they’ve paid for. And they’re benchmarking every interaction against the best experience they’ve ever had, even if that was in a different industry entirely. This shift in customer behaviour is driving the need for digital transformation across industries.
Businesses today must realise that they’re no longer just competing on price—they’re competing on customer experience. And the bar has been raised by technology and consumer expectations. Companies that leverage artificial intelligence and machine learning in their CX tools can gain a significant competitive advantage.
CX is a growth strategy, not a cost centre
Companies that deliver on CX don’t just retain customers—they grow. When customers are happy, they stay longer, spend more, and refer others. This is where effective customer relationship management becomes crucial, turning satisfied customers into brand advocates.
In von Maltitz’s view, “CX must be rooted in real-world needs. That means building systems around how South African customers live and interact—not just copying global trends.” It requires the right mix of people, tools and processes to deliver consistently great experiences. This includes implementing a robust knowledge base for customer support, utilising customer surveys for ongoing feedback, and making data-driven decisions to continuously improve the CX strategy.
Ultimately, customer experience is a strategic mindset. It’s not about upgrading a helpdesk; it’s about embedding empathy and responsiveness into the company’s DNA. This approach to customer experience management can lead to higher customer retention rates and more effective customer acquisition.
Are brands truly listening?
The 86% of customers willing to spend more are sending a clear message: they choose brands that respect their time, reduce their stress, and offer seamless service. The question for South African businesses is: are they listening—and responding? Are they using customer feedback to create personalised experiences and improve customer engagement?
As CX continues to shape loyalty and long-term growth, the brands that get it right will be the ones customers keep coming back to. By focusing on creating an omnichannel experience, gathering valuable customer insights, and using advanced customer experience tools, businesses can turn satisfied customers into loyal brand advocates.
Investing in a comprehensive CX strategy is not just about improving service; it’s about creating a sustainable competitive advantage that drives business growth and fosters customer loyalty. As the market evolves, those who prioritise CX will be best positioned to thrive in an increasingly customer-centric business landscape.
