Customer Satisfaction is up – but so is the time customers take to get issues resolved…
The Institute of Customer Service yesterday released survey results revealing that the overall level of customer satisfaction has increased. But the survey of more than 10,000 customers also shows that customers are having to work harder to explain.
In short, it’s taking customers more time and effort to get results from the companies they contact. For example, more than half the people surveyed (51%) say we have to get in touch with businesses more than twice to get issues resolved, in the event of a problem.
The increase could be due to higher volumes of customer transactions as the economy improves. However, the increase in effort needed to resolve an issue highlights the need for businesses to do more. The Institute of Customer Service CEO, Jo Causon, says “To turn this around, a greater focus should be given to making things easier and less cumbersome for customers”.
Businesses need to do more about training their staff from the shop floor up to the board and changing the ethos of how they deal with complaints, looking in particular at more modern and popular ways of complaining, such as email, webchat and social media.
Marcus Williamson, editor of the website CEOemail.com, which provides contact details for CEOs, is not surprised by the results. He says:
“We’re seeing customers not getting the answers they want from customer service because those staff are not well trained or because they are not empowered to make a different to the customer’s experience. In these cases, an email to the CEO can get the action that’s needed to make a difference”
Consumer expert Helen Dewdney, The Complaining Cow and author of How to Complain: The Essential Consumer Guide to Getting Refunds, Redress and Results! is not surprised by the results. She has seen an increase in people wanting advice on what to do next when they haven’t got redress at the first stage. She says that this is down to poor training and also people not knowing their legal rights. For example one key law she quotes is The Consumer Rights Act (CRA) 2015, which replaced the Sale and Supply of Goods Act 1994 and Supply of Goods and Services Act 1982, amongst others, which people still try and use. “People need to know and quote appropriate legislation, as under the CRA customers are entitled to services carried out with reasonable skill and care, goods that are as described, are fit for purpose, are of satisfactory quality and be durable.”
5 Tips for efficient and effective complaining:
- You have 30 days from purchase to claim a refund, after this time you may be offered a repair or replacement. (Consumer Rights Act 2015)
- In the first instance write to the customer services department politely and objectively so that you have a written record of evidence. Then escalate to the CEO if you are not happy with response or if you have waited more than 10 working days for an answer. He/she will not necessarily respond personally but your case will then be escalated to the Executive Customer Services team to be resolved.
- Quote the relevant laws.
- Say what you want to happen, refund, explanation, apology, etc.
- Say what you will do if not satisfied with the response, such as going to the relevant ombudsman or Small Claims Court.
Institute of Customer Service video on the results: