Customer service in the UK is not doing well, according to the Guardian newspaper last week. More than three quarters of British consumers are frustrated with the state of customer service. Customers say they spend an average of 28 to 41 minutes per week trying to resolve customer service issues. The figures come from research by think tank New Britain.  

 

The British Institute for Customer Service (UKICS) states that customer satisfaction in the UK is at its lowest level in ten years. Key element: 'modern customer service' is failing, including with chatbots that lead to frustration rather than help. There are also still many companies that manage to systematically send their customers from pillar to post.

According to The Guardian, the obstacles and annoyances have shifted from “expensive phone numbers” or “unanswered letters” to digital barriers: hard-to-find contact details, dysfunctional chatbots and a lack of human interaction make it difficult to be heard.

Just pick up the phone and listen

The Guardian cites a Verint study that found that more than two thirds of the customers had bad experiences with bots or menus. Customers need empathy, a solution-oriented approach and speed for serious complaints – qualities that technology rarely combines to the same extent. The use of AI and chatbots is intended to make interactions more efficient, but the opposite is true. Jo Causon, CEO of UKICS, says that the best performing companies are those that “just pick up the phone and listen.”

The frustration of British consumers is often not about the problem itself, but about the indifference of companies when it comes to customer contact. There are also exceptions, where it is striking that the extensive powers of employees are mentioned. At the British retail chain Timpson, known for its customer focus, employees are allowed to grant up to 500 pounds in goodwill. The company works with the principle of 'upside down management': employees are given the autonomy to make decisions themselves in the interest of the customer.

Listed, cost-oriented?

According to Causon, customer focus starts in the boardroom. Organizations where customer focus is strategically embedded – and not just seen as a cost item – structurally score better. The focus on short-term results may also play a role, because four of the five best performing companies in the UKICS ranking (Timpson, Starling Bank, Nationwide and John Lewis) are not listed.

Also read: Customer contact: are you doing it right for the customer or right for the shareholder? – Koetshuis conversation #4

The Guardian cites “former respected brands like British Airways and BT” as being at the other end of the spectrum. These companies have been transformed into “customer-unfriendly giants” by a single-minded focus on maximizing profits. British Airways is even ranked below Ryanair in terms of customer satisfaction by consumer organization Which?, and BT subsidiary EE is plagued by large swaths of complaining customers.

Do not send letters

For many British customers, switching is not an option, especially when it comes to local authorities, housing associations, water companies. They can provide poor service without any consequences. The Guardian advises affected consumers to keep a log and use email instead of letters. Knowledge about how to escalate a complaint – up to and including the ombudsman or even the court – is also shared. Another tip is to use social media or email the CEO directly via platforms such as ceoemail.com. (The Guardian)

Read the full article at The Guardian

Customer Experience, Featured