15th Aug 2016
Customer satisfaction in the leisure sector has increased as more organisations get things right first time, the latest UK Customer Satisfaction Index (UKCSI) from the Institute of Customer Service shows.
The Index, which measures customer satisfaction across 13 sectors of the economy, gives the UK's leisure industry an overall customer satisfaction rating of 79.2 out of 100 - an increase of one point since July 2015. Bakery chain Greggs tops the tables as the industry's highest scorer.
The leisure sector has the second-highest number of faultless early customer interactions of any sector, with 82% of customers claiming that organisations 'get it right first time'. The UKCSI shows that these experiences attract much higher levels of customer satisfaction than those that require the organisation, or the customer, to take follow-up action.
This year, the sector has experienced an improvement in most measures of customer experience compared to July 2015. Helpfulness and competence of staff over the phone showed the biggest year-on-year increases, while the sector also performed above average for complaint handling, especially for the speed of resolving complaints. Almost two-thirds of customers' problems were resolved within customers' expected timescales, compared to the UK average of 39.5%.
However, 27% of customers say that it has taken them more than two complaints to get a problem fixed. “The extra staff time spent on repeat customer contact to resolve issues is arguably time that could be better spent,” says Jo Causon, the Institute's chief executive.
Across all sectors, the research also reveals that many customers don't make the effort to complain to organisations if they do have a problem; the UK average for July 2016 showed that 24% of people who experienced an issue did not report it. 'Not thinking their complaint would make a difference' was by far the most common reason for not reporting, cited by just over half of customers surveyed. The leisure sector has one of the lowest rates of customers complaining when they have a problem - 66% compared to the UK average of 76%.
“As the rate of complaint reporting in this sector is relatively low, organisations should seek ways of proactively encouraging customers to raise problems,” Causon advises. “Where problems occur but are not reported, there is a risk that customers will simply choose not to use an organisation again.”