British businesses have been warned that the general public is not prepared to settle for poor customer service, new research has revealed.
The study, which examines the damage done to businesses whose customer service is poor, discovered that almost half (47%) of respondents said they have boycotted a company that has not provided a decent level of customer service. Furthermore, 77% of customers pass on their negative experiences to family and friends, with more than a quarter posting a negative comment online.
The biggest culprits identified by the YouGov survey were utility companies, with 22% of respondents saying they had received the worst customer service from this type of firms, and 21% of customers saying high street retailers provided inadequate service.
With the cost of living in the UK reaching an all-time high, customers are less willing to settle for poor service and businesses need to ensure that this issue is addressed, according to Kaplan, the training provider, which commissioned the research.
James Hammill, head of apprenticeships at Kaplan, said: “With the race to capture consumer cash more competitive than ever, good customer service has never been so important. This online research shows that consumers won’t stand for poor treatment and can take extreme measures as a result.
“It should be a wake-up call for business that almost half of the people who took part in the survey reported they’ve boycotted a firm that has given them bad customer service. But companies should also consider the wider damage to their reputation…”
The survey also found that 35% of customers considered knowledgeable staff, who are able to answer queries, as most important for good customer service.
© Crimson Business Ltd. 2011