Customer complaints can be a golden opportunity
Customer complaints are something that business leaders generally like to avoid, yet they are a fact of business life, and when handled well, they can have a huge impact on the success of the organisation. Some industry sectors are better at dealing with complaints than others, according to the UK Customer Satisfaction Index, a new survey carried out by the UK's Institute of Customer Service.
Ranked highest, by virtue of having created the least number of problems for customers in the first place, were companies in the leisure, retail and services sectors and car manufacturers and dealerships, while the lowest scores belonged to businesses in the transport sector, particularly trains and airlines, where customers ranked the satisfaction with which their complaint had been handled a miserable 2.9 out of 10.
The Institute found loyalty levels of 65% among customers who experienced no problems over a three month period. Where complaints weren't dealt with satisfactorily that figure dropped to 34%. When they were responded to quickly and efficiently, loyalty rates soared to 72%.
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