Can't get no customer satisfaction31 May 2006
Customers in the UK are not satisfied. That is the finding of a new survey looking at customer service levels across a range of industry sectors in Britain.
The study from Comparisat polled 1,500 people on their opinion of customer service from retailers, private businesses, public sector groups, utility firms and e-retailers. It found that one in five Brits have made a complaint against a major organisation in the last year.
People are increasingly finding that their complaints aren't dealt with satisfactorily, with the number of complaints having increased by ten per cent since 2005. In addition, the research found that almost a third of those who had cause to complain about customer service either reduced their custom at the organisation in question or halted it altogether.
The chairman of the customer service research firm FDS which commissioned the survey, Janet Weitz, said: "The top ten chart shows that companies which go back to basics and deliver good product, value for money with great customer service are being rewarded with increased loyalty, trust and high customer satisfaction as well as improved revenues."
A business of any size is nothing without a solid and satisfied client base - so just what can small businesses do to help ensure that their customers are happy?
CRM
Customer relationship management (CRM) refers to a strategy by which client experience of any one firm can be monitored and managed. This includes the use of specific processes, staff practices and software to maintain a good level of customer satisfaction. The adoption of CRM promotes a culture of customer organisation and interaction to maintain a good relationship and promote sales.
Databases
An essential part of good customer service is the maintenance of a structured contact management system. Such databases combine the 'address book' function with storing an up-to-date and easily altered client history, to ensure that no matter which staff member is dealing with the customer their records are accessible.
Call management
Utilising voice over internet protocol (VoIP) technology to make and receive phone calls can not only save considerably on communication costs but can also improve call management. Using 'click-to-talk' broadband voice services such as BT Business Broadband Voice means that caller contacts can be accessed easily via a PC monitor, as well as offering advanced call management functions such as voicemail and call return options.
Mobile working
If staff members are often out of the office visiting clients, it is a good idea to equip them with devices to facilitate mobile working. Laptops and PDAs combined with a package such as BT's Remote Access Pack can make it easier for employees to maintain productivity and keep track of meetings, client requests and customer needs as they travel around.
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