ExEcutivE REPORt Service means business
You’ve run your hire business quite happily for years, but now there’s a new firm in town that’s part of a major chain. How can you, as an independent hirer, compete and flourish? Adam Bernstein reports.
I
t’s not a new problem, but it’s one that more are facing as larger hire brands
expand their networks. But there is an answer, and it’s one that applies even when there is no direct competition – offering the best possible service to customers.
Service as a solution According to Joanna Causon, CEO of the Institute of Customer Service, good service can be just the tonic. And she bases her comments on empirical evidence, the most recent of which is the January 2022 UK Customer Satisfaction Index (UKCSI) – a survey in its twelfth year which polls 10,000 consumers to track the effects of customer service on business performance.
As she points out, the top 10 organisations combined “functional efficiency and human care.” The index also found that “the highest rated organisations not only care about their customers, they also make it easy to contact the right person to help and build trust while giving reassurance.” In essence, these organisations are more successful than others in ensuring that they get it right first time and prevent problems for their customers.
And this is important for, as Causon highlights, “all of our research demonstrates that where an organisation has consistently higher than average customer satisfaction in their industry sector over a five-to-eight- year period of time, they will have better levels of financial performance, reputation, loyalty and productivity.”
It’s just logical to say that where an organisation
focuses on the customer experience, they improve their customer satisfaction levels. And satisfied customers tend to return. Another point that Causon notes, is the role that Covid has played in pushing service up the corporate agenda. She says that “the pandemic demonstrated the critical role that customer service plays in the performance of any organisation… I do believe that customer service has become even more important – from a consumer perspective there are so many ways that we can communicate and feedback our concerns and issues in a very public way if we are not satisfied.”
And it shouldn’t be forgotten that, as this year’s index noted, “34 percent of customers prefer excellent service, even if costs more, an increase of 4.5% compared to a year ago
and 8.1 points more than in the January 2020 UKCSI.” Further, the institute’s own research found that significant numbers of customers deliberately choose an organisation for a range of ethical reasons, especially a focus on customer service, local relevance and or commitment to environmental sustainability.
Spin-off benefits It doesn’t take a doctorate to realise that good customer service leads to trust, loyalty, and recommendations. As Causon explains, “We know that as consumers we want to buy from brands that are well trusted, care about us as customers, are ethical, and do the right thing.” She continues: “But in addition to the financial benefits for businesses, enhanced reputation and greater trust help build better relationships with stakeholders, partners and regulators.” And to this Causon tells that research found that there’s “the productivity bonus to organisations and the wider economy… and it enhances your ability to attract and retain employees.”
But on the flipside, poor service just adds in cost with remedial action needed further down the line. The institute sees increases in complaints and problems leading to poor productivity, damaged employee morale, and difficulty in winning business – organisations have even lost franchises through poor service performance.
For Causon, customer satisfaction can help
16 Executive Hire News - July/August 2022
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