LONDON: Customer satisfaction in the UK is at its lowest level since July 2010. Across all sectors the goalposts have moved and customers now expect to be involved in a real dialogue with brands – they no longer accept one-way communication. Yet many organisations are struggling to grasp this shift from a transactional to a relationship economy .
While some companies have adapted and are flourishing, a fourth consecutive decline in levels of satisfaction shows that many have not. So, what are the reasons for this consistent downturn?
Consumers’ expectations are changing rapidly. People want convenience, speed and value when they deal with businesses, and when they have a complaint they want their voice to be heard. At the moment many organisations are falling short.
One key indicator of this dissatisfaction is how customers view the responsiveness of organisations. According to The Institute’s latest UK Customer Satisfaction Index (UKCSI) some of the biggest frustrations that customers have relate to the speed of complaint handling and the attitude and abilities of staff. Under these two metrics, organisations are still scoring, on average, lower than they were in 2013. In a new economy this deficiency must be addressed, given that it is speed which plays such a significant role in customer service.
The reputational risk of inaction has never been higher, with evidence suggesting that one in three customers will turn to social media for a resolution if they want a rapid response.
