importance of Customer service
According to a survey poor customer service is eroding consumer loyalty and confidence in retail brands.
- 30% of UK consumers have become less loyal to retail brands in the past five years.
- One-quarter of those customers identified poor service as the main reason for this decreased loyalty.
- Almost half of respondents (48%) said they had to repeat information during their last communication with a retailer.
- All age groups identified repetition as a problem; however, it occurs most frequently for customers under the age of 35—with one in 20 repeating themselves at least five times.
- Only 30% of these younger customers had their issue resolved after one interaction.
- By contrast, 64% of customers over the age of 65 did not have to repeat their complaint at all, feeling satisfied after first contact.
- Of those who feel less loyal to retail brands, 37% of 18 to 24 year olds cite service as the key factor versus just 20% of those aged 65 and older.
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