Top six causes of customer dissatisfaction revealed

By Jeremy Michael

As the Christmas rush draws nearer, Service Management Group (SMG) has analysed over 359,000 customer responses to work out what matters most to British shoppers in store.

Brands have 64 days (until Christmas) to iron out the following six causes of customer despair:

1. Lack of staff assistance – 27% of customers mentioned when not satisfied

2. Slow service at the till – 22%

3. No item availability – 20%

4. Unfriendly employees – 12%

5. Problem occurrence – 9%

6. Limited item selection – 9%

A period of much needed transformation is underway for the UK High Street—largely prompted by the recent spate of High Street retailers going into administration, increasing competition from e-commerce, and changing consumer expectations. The need for brands to stand out from the crowd is more important than ever as they compete for shoppers.

To encourage loyal customers who not only return, but recommend, brands need to ensure the customer experience is at the heart of their strategy and their staff are delivering high levels of customer service.

About the author

Jeremy Michael is a leading customer insight specialist with both client and agency side experience. Jeremy joined SMG to head up the UK division of the leading global agency in customer insight. He has worked in close partnership with a significant number of key brands over the past 12 years (Harrods, HMV, JD Wetherspoon, Pets at Home, Pret a Manger and Superdrug to name a few) and feels that the aim of a research agency should be to treat each client as if it were their only one.

Service Management Group (SMG) is a forward-thinking research agency conducting store-level, ongoing customer experience measurement and analysis in more than 90,000 locations worldwide. SMG integrates this customer research into actionable business intelligence and service improvement tools for retail, restaurant and service-based companies, linking results to financial performance.

SMG works with several UK brands including Homebase, Mothercare, GAME, Jack Wills, GO Outdoors, EAT, JD Wetherspoon, Thistle Hotels, Pets at Home and Shell.

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