Yes, even in a bad economy consumers will pay more for a great customer experience, according to a recent study from RightNow Technologies.
The research shows that 55% of North American consumers have become a customer of a company because of their reputation for great customer service, and 40% began purchasing from a competitive brand simply because of their reputation for great customer service. [Source: MarketingCharts.comhttp://www.marketingcharts.com)
In addition, 85% of consumers say they are willing to pay more than the standard price for a product if a great customer experience came with it.
RightNow estimates the US airline industry could make an additional $10.6 billion in revenue this year if they could guarantee a superior customer experience.