CEO of The Institute of Customer Service urges UK organisations not to become complacent

20th Feb 2018

In the latest UK Customer Satisfaction Index (UKCSI), the number of organisations whose score has decreased by two points or more is greater than the number whose score has increased by two points.

While the index reports an increase of 0.3 in the overall customer satisfaction score compared with the same time last year, the CEO of The Institute, Jo Causon, says: “I am increasingly concerned that UK plc may be taking its foot off the accelerator. Too many organisations are focused on short-term reporting and short-term gains, and both often come at the expense of the customer service agenda.

” Research conducted by The Institute shows that there is a direct link between good customer service and positive returns on investment. Causon says: “Businesses need to refocus and redouble their efforts to put customer satisfaction front and centre.

“Our research has shown that companies with higher customer satisfaction can reap an employee productivity gain of as much as 114%. Over an eight-year period, those organisations with higher customer satisfaction in their sector have experienced nearly 10% higher profitability.”

Causon says that organisations must also remember the future and customer satisfaction levels can be good indicators of what the future might hold for a business. With customer personalisation a key theme for customer service this year, she says: “It is about having a customer service (singular) strategy that puts the customer at the heart of the experience, designing it from the customer point of view rather than according to what suits the organisation’s systems.”

The latest UKCSI shows that organisations offering customer service are doing well. “There are signs that some organisations really get this and are prospering as a result, whilst others are still treating customer service as a tick-box exercise,” Causon explains.

“Those that are hard-wiring customer service into their businesses have clearly woken up to the fact that it can make a long-term difference to performance.”

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