Consumers put a price on positivity in 2017

30th Dec 2016

After 12 months of turbulence, in the stock market and across the political and business world, nearly three quarters (73%) of the British public expect 2017 to be a more positive year than 2016. Against this backdrop, new data shows that a ‘positive perspective’ could pay dividends for organisations across the UK.

A poll from The Institute of Customer Service shows 69% of consumers are prepared to spend more if they, and the people around them, are in a good mood – meaning businesses could capitalise on renewed consumer optimism.

The survey also identified simple steps companies can take to boost revenue. Respondents to The Institute of Customer Service poll said they would increase their spend with a company by at least 30%, due to ‘friendly conversation’. Other factors consumers said would encourage them to up their purchases included ‘an employee remembering their name’ (30% increased spend), ‘personalised offers’ (27%) and ‘employees taking time to understand their needs’ (38%).

Jo Causon, Chief Executive of The Institute of Customer Service, says: “While the events of 2016 mean we are heading into a new year in a very uncertain environment, if businesses approach 2017 with a clear focus on the customer, helping employees understand how to deliver customers’ needs, it could pay dividends for them in terms of increased revenue.

“Over the last year we have continued to see compelling evidence of the link between superior customer satisfaction and high levels of trust, loyalty, recommendation and repurchase. This latest survey sends another message to the Boardroom: consumers are willing to pay a premium for a genuine and authentic experience, where organisations are really engaged and keen to meet their needs.”  


Notes to editors
For further information please contact:

Mike Petrook or Helen Glover (Institute press office)
E: [email protected] or h[email protected]
T: 07585 220 152 (Helen) or 07900 734 079 (Mike)

About The Institute of Customer Service
The Institute of Customer Service is the professional body for customer service delivering tangible benefit to organisations and individuals so that our customers can improve their customers’ experience and their own business performance.  The Institute is a membership body with a community of over 500 organisational members – from the private, public and third sectors – and over 4,000 individual memberships.  For more information about the Institute of Customer Service go to

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