Bank holidays are an opportunity for the leisure sector to shine

28th Apr 2017

The two bank holidays in May will be a key time for the leisure sector as people take advantage of the long weekends to go out to the cinema, eat out or just relax at home with a takeaway.

The Institute of Customer Service’s most recent UK Customer Satisfaction Index (UKCSI) found that the leisure sector is performing well in terms of customer service. However, there are some areas where companies need to be vigilant to ensure they make the most of the bank holiday boost.

The CSI score for the leisure sector was 1.8 points above the UK average at 79.6. Interestingly, satisfaction is higher among customers who used the organisation on most days compared to those who had used an organisation only once. Bank holidays are typically when those one-off interactions occur, with the potential to impress and thus garner repeat business, so there is clearly an untapped opportunity here.

Leisure performs particularly well on ‘in-person’ customer service, scoring highly on speed of service and the helpfulness of staff. Customers surveyed also rated the quality of the products as better than the UK average, and the reliability of the service is also highly regarded.

However, the scores on ‘being kept informed’ and whether the company was seen to care about their customers were lower, suggesting that more effort is needed in these areas. And the gap between the highest- and lowest-scoring organisations has widened; there’s now a difference of 11.1 points, compared to 9.7 points a year ago. The biggest gaps are around getting it right first time, customer effort, ‘cares about their customer’, helpfulness of staff (in person) and trust.

Jo Causon, CEO of The Institute of Customer Service, comments: “Generally speaking, it’s been a great year for customer service in the leisure sector, with consumers telling us that businesses are improving overall experiences by getting things right first time and dealing with complaints faster and more efficiently.

“However, these factors do not necessarily translate into customer loyalty and recommendation. Just being ‘good’ is no longer good enough, and organisations should think about how they can deliver outstanding service at all times.”

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