Recession offers silver lining to customer service

With consumers seeking value-for-money products and services, companies are making greater efforts to impress their customers, keep them happy and prevent them slipping into the clutches of competitors. The first signs of real service improvement appear in a major new survey from the Institute of Customer Service (ICS) – the most wide-reaching measure of customer satisfaction throughout the UK. Despite concerns over the economy, more customers say they are pleased with the way they are treated.

John Lewis, the Ambulance Service and Lloyds Pharmacy top the popularity polls whereas the local government, utilities and telecommunications sectors each have ample scope for further service improvement.

"With satisfied customers much more likely to return and remain loyal, good customer service is vital to survive the recession," says ICS executive director Robert Crawford.

“This rise in customer satisfaction shows that companies are getting serious about service – as they must be – and are taking steps to improve.

“Offering excellent customer service is the only differentiator left today. Consumers are increasingly looking for better value-for-money, so providing great service is the best way to ensure they choose a business ahead of its competitors.”

The banking sector saw a satisfaction rise – proving that customers will rate service as they see it, rather than reflecting recent media coverage.

And Britain is best worldwide according to the survey, with 42% rating the UK as the best country and only the USA achieving a notable share of the vote with 31%.