Mystery Shoppers

Featured Article April '09

Research on Customer Satisfaction across the UK

The Institute of Customer Service recently released their six-monthly Customer Satisfaction Index.  The results are generally up-beat.

Almost all sectors show a perceived improvement, with central Government and retail (food) showing the largest gains.  The improvements, and the relatively high ratings, are consistent across the UK.  Though, Scotland has slightly more satisfied customers than any other nation.

Despite months of negative news the Index shows that customers are generally satisfied with their banks and the retail sector.  Indeed both have a higher rating than they received six months ago.

This is perhaps supported by Retail Week’s exclusive research that showed that consumer’s have a positive view of the retail sector.  They recognise its contribution to local communities, to job creation and are increasingly aware of retail companies taking their corporate social responsibility very seriously.

However 45% of shoppers feel taken for granted, which leads on to more negative perceptions of service.  The magazine notes that this survey was taken in January, after the busiest trading period of the year; a time when the shop-floor is stressful and tiring for everybody.

It is clear, though, that store teams could do a better job of making customers feel valued.  This is especially important during a recession when shoppers are less inclined to spend their money anyway.

When it comes to potential sales gone awry perhaps John Sharpe, of First Direct, has the best policy ‘with a budget for flowers and chocolates which staff can dip into if something’s gone wrong.’

As David Parsons, Chief Executive of the ICS, says ‘a customer’s lifetime value is worth far more than one special gesture.’

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