Non-food retail sector tops charts for customer service
However, the latest UK Customer Satisfaction Index by the Institute of Customer Service also shows that customer satisfaction has continued to drop in the retail non-food sector despite the sector retaining the number one position in the index.
The average score for the non-food sector declined by 1.7 points, a larger a drop than the all-sector average of 1.1. Only four retail organisations reported an improvement in customer satisfaction since last year while ten reported falls of more than one point.
Jo Causon, chief executive of the Institute of Customer Service, explained: “Non-food retailers continue to outperform other sectors, showing that their approach to customer service is still in many ways more sophisticated that other areas in the UK economy. However we are seeing the polarisation. Organisations that are traditionally good at customer service are maintaining their position while those with lower levels of customer satisfaction are falling further behind. This is creating a customer service divide both within the retail sector and across the economy as a whole.
“Also the link between good customer service and business performance is becoming clearer every time we undertake UKCSI. It is important that retailers do not ignore the consistent decline in customer satisfaction - our research suggests that those organisations with the lowest customer satisfaction suffer in terms of lower market share, fewer repeat purchases and a lower likelihood of recommendations.”
John Lewis was the highest scoring organisation in the sector with 87.2 points out of 100, followed by Amazon, Argos and Next. In contrast, five organisations scored below 75 points.
The percentage of complaints to companies in the retail non-food sector through social media has increased from 2.6% to 6.1%. This is still low compared to the 41% that complained face-to-face.
Across all 28 metrics of customer satisfaction in the UKCSI, customers rated the performance of the retail non-food sector higher than the all-sector average in all areas. The biggest performance gaps were found in “problem solving”, “timeliness” and “quality and efficiency”.
Causon added: “In this period of economic recovery it is tempting for organisations to focus on short term objectives. That being said a concerted effort must to deliver improving levels of service to provide clear differentiation in a very competitive sector. Leaders of retail organisations must hold on to this initiative, maintain focus and champion customer service, which will in turn, help to ensure the UK remains a leader in the delivery of excellent customer service.”
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