SMG customer satisfaction index UK

  • 1,291 views
Uploaded on

SMG Customer Satisfaction Index - UK report analysing impact of customer service in retailers on sales and brand loyalty.

SMG Customer Satisfaction Index - UK report analysing impact of customer service in retailers on sales and brand loyalty.

More in: Business , Education
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Be the first to comment
No Downloads

Views

Total Views
1,291
On Slideshare
0
From Embeds
0
Number of Embeds
1

Actions

Shares
Downloads
24
Comments
0
Likes
1

Embeds 0

No embeds

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
    No notes for slide

Transcript

  • 1. Customer Satisfaction IndexChampioning the UK Customer Experience A research report by Service Management Group©Service Management Group, Inc. and/or Service Management Group Ltd. “SERVICE MANAGEMENT GROUP®” and related trademarks are trademarks of Service Management Group, Inc., and are 1used under license.
  • 2. Executive SummarySMG used 20 years’ experience to analyse results from across all parts of the UK• SMG, a customer insight agency, analysed the results of feedback from 108,048 genuine UK retail and restaurant customers during 2011• SMG used this insight to measure customer satisfaction levels in the UK and to establish the Customer Satisfaction Index• The report aims to provide the UK retail and restaurant industry with a clear understanding of the customer experience, what the consumer values and how to meet these expectations to maximise customer loyalty and spend©Service Management Group, Inc. and/or Service Management Group Ltd. 2
  • 3. Key FindingsThis report presented some astounding and very telling data• The SMG Customer Satisfaction Index in the UK has a score of 6.1 (out of 10)• Spend increases by 39 per cent per sale when customers are assisted• This equates to £45.38 billion in missed sales last year due to poor customer service• The worst places in the UK for customer service are Worcestershire, Dorset and Berkshire, whilst the best places are Hereford, Northumberland and East Yorkshire• Customer service drops throughout the day, having a direct impact on sales• Customer satisfaction mirrors the ‘Personal Happiness Index’ with customers aged between 25-49 the least satisfied with their customer experience• British men are more likely than women to complain about their customer experience©Service Management Group, Inc. and/or Service Management Group Ltd. 3
  • 4. Smile and SpendThe Value of a SmileSales increase by 39 per cent when a SMG calculated the “floating pound”-customer receives assistance £45.38 billion is missed in sales due to poor service*©Service Management Group, Inc. and/or Service Management Group Ltd. 4
  • 5. Smile and SpendThe Value of a SmileReceiving assistance was the largest driver of consumer spend – impacting across allseven days of the week©Service Management Group, Inc. and/or Service Management Group Ltd. 5
  • 6. Regional HappinessWorcestershire, Dorset and Berkshire all below the national averageThe regional map Cornwall, North Easthighlights that the Scotland, Northernhighest satisfaction is Ireland, West Wales,found at the geographical Norfolk and Eastextremes of the country Yorkshire all surpassed the national average score London performs significantly lower than the rest of the UK 6©Service Management Group, Inc. and/or Service Management Group Ltd.
  • 7. London LagsBrands are not offering a consistent experience across the countryUK customers are more Staff are, on average, friendlier Speed at the till issatisfied outside of outside of London considerably quickerLondon outside of London 7©Service Management Group, Inc. and/or Service Management Group Ltd.
  • 8. Afternoon BluesRetailers are not delivering a consistent in-store experience throughout the dayKey shopping times at lunch and after Staff friendliness, availability andwork are not being capitalised on cleanliness are in decline during the post- 5pm ‘urge to splurge’©Service Management Group, Inc. and/or Service Management Group Ltd. 8
  • 9. Personal HappinessThe middle muddleCustomer satisfaction Customers aged between 25-49 External factors such asmirrors the ‘Personal are the least satisfied with their disposable income,Happiness Index’ customer experience children and ambitionU-bend are likely to affect this age group more©Service Management Group, Inc. and/or Service Management Group Ltd. 9
  • 10. SatisfactionThe problem with sexWomen are generally happier with their in-store journey, and more likely to return,recommend and report a better experience©Service Management Group, Inc. and/or Service Management Group Ltd. 10
  • 11. SatisfactionThe problem with sexMore men than women are experiencing a problem while in a store. In addition, menare receiving a better level of service recovery than women.©Service Management Group, Inc. and/or Service Management Group Ltd. 11
  • 12. RecommendationsWhat we suggest you do with this data• Encourage staff to use open statements to prompt requests for assistance• Highlight the impact of friendliness and assistance on sales and customer satisfaction levels• A consistent brand experience across at all times across channels is important to improve loyalty• Reassurance by staff to queuing customers is just as important as store design• Adopting a snake queue system can be effective. Not only does it have the perception that it is moving fast, it is fair with little risk of being served out of turn• Product availability is occasionally an uncontrollable factor, but through product knowledge staff can offer a realistic alternative©Service Management Group, Inc. and/or Service Management Group Ltd. 12
  • 13. About SMGA little about Service Management Group• SMG (Service Management Group) is the leading international customer experience research firm. Driving business results by partnering with brands to improve customer loyalty and employee engagement, SMG provides actionable insights and recommendations at both the front-line and senior executive levels.• SMG has developed a proprietary suite of research services combining world-class technology with unmatched industry expertise. Each year, the firm evaluates over 70 million customer experiences in 64 countries and 29 languages for more than 200 brands.Methodology• Continuous customer insight programmes are used regularly by a range of retail and leisure outlets across the UK. Data is collected when a customer completes an online feedback form to respond to questions relating to the entire customer journey.• Calculation of the “floating pound”: In 2011, UK retail sales totaled £303 billion. Given the SMG Customer Satisfaction Index score (6.1), this equates to £45.38 billion in sales that retailers are missing due to poor customer service.©Service Management Group, Inc. and/or Service Management Group Ltd. 13
  • 14. How to reach us Jeremy Michael Managing Director 3 Holywell Hill, St Albans, Hertfordshire AL1 1ER T: +44 (0)20 3463 0700 F: +44 (0)20 3463 0701 www.smg.com/uk©Service Management Group, Inc. and/or Service Management Group Ltd. “SERVICE MANAGEMENT GROUP®” and related trademarks are trademarks of Service Management Group, Inc., and areused under license.