Festive Shoppers at Risk From Poor Customer Service
UK
-- Mystery shopping company warns retailers not to neglect customer service
in the run up to Christmas.
With high street experts predicting the annual Christmas shopping ‘surge’ to
take place over the next fortnight, mystery shopping provider, ABa Quality
Monitoring, is urging retailers not to neglect basic customer service
standards in order to capitalise on a combined estimated spend of over
£15billion.
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:
- Poor availability
- Long queues
- Miserable staff
- Poor product knowledge
- 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.”
About ABa Quality Monitoring
Setup in 1990 and headquartered in Manchester, ABa Quality Monitoring Ltd
operates four main divisions covering retail, leisure, contact centre and
compliance audits. Majoring on bespoke, premium quality assessments across
any customer-organisation touch point, the company has developed an
impressive global portfolio of clients. With a hand selected and internally
accredited small team of mystery customers, ABa punches above its weight
with innovative reporting through a polished and reliable field-force.
www.aba.co.uk