Customer loyalty driven by problem resolution, study says

MyCustomer is changing... Today (Friday the 27th of November) we are starting the process of switching over to the shiny new MyCustomer. In order to do this we have to temporarily disable registrations, login, the publishing of new content and the downloading of content. So, whilst you’ll still be able to read all the content on the site, you won’t be able to create or edit your own posts or comments. Normal service will resume during Wednesday the 2nd of December.

Problem resolution key driver of customer loyalty – study

Problem resolution key driver of customer loyalty – study

Customers that are highly satisfied with problem resolution are 21% more likely to return than those who were highly satisfied but didn’t experience a problem, new research has shown.

According to the poll of over 100,000 UK retail and leisure customers by SMG, 17% of those highly satisfied customers are also more likely to recommend a brand.

Jeremy Michael, MD at SMG, said: “As the UK high street fights for survival amid the proliferation of e-commerce, store closures and a double–dip recession, this research provides food-for-thought for retailers to identify trends,  improve customer service and, ultimately, sales.”

The survey, which analysed the impact of customer service on brand loyalty and sales, also found that customers who experience positive staff interaction and assistance spend 39% more than those who are not helped or greeted.

British retailers not providing customer assistance are missing out on as much as £45.38bn per year, said the figures.

In terms of the overall customer experience, the survey revealed customers aged 25-49 are the least satisfied whilst under 18 year-olds are 31% more likely to claim an exceptional service than customers aged 25-34.

Michael added: “Retailers need to consider the varying satisfaction levels across varying customer demographics. In particular, UK retailers should educate staff about the misperceptions in relation to young and older customers and ensure all customers are receiving excellent customer service.”

Back to top Back to top