Festive profits at risk from poor customer service

Trend research by ABa Quality Monitoring has found customer service levels dip during November and December, citing extensive time restocking, poorly trained temporary staff, illness and high demand as key factors.

“Customer service is like a stone dropped into a pond,” says Jill Spencer from ABa, one of Europe's leading mystery shopping providers. “The effects spread far and wide whether it's done well or badly. The sheer volume of consumer activity that occurs in December, whether it's on the high street, online or via the call centre, means it's critical for retailers to get their shop in order when it comes to customer service.”

The research has also showed that brand loyalty is at its lowest during the run up to due to widespread panic buying. It's this frenzied shopping environment that also tests customer service levels to the limit, according to Spencer:

“Panic buying, last minute shopping and big, impatient crowds are all symptomatic of the British Christmas shopping experience. Its how staff deal with these enquiries from a customer service point of view that will have a significant impact on whether a consumer chooses to buy with them again come the New Year.”

The findings also unearthed a straw poll of customer service pet hates, the top 5 irritants being:

1.Poor availability

2.Long queues

3.Miserable staff

4.Poor product knowledge

5.Chatting staff

In an intensely competitive retail market, keeping customers satisfied has 'never been more important' (British Retail Consortium) and Spencer advises that a 'speed over service' approach this Christmas is a false economy:

“Retailers traditionally face a litany of problems at this time of year. However it's the ones that remain on focusing on engaging with consumers whilst offering them a pleasurable shopping experience, in light if these problems, that will be the ones that cash in this Christmas.”