Lessons to be learnt from new customer service survey

Customer Service Report

(Photo courtesy of Alan Cleaver on Flickr)

A new customer satisfaction survey has praised as well as named and shamed companies in the UK for the level of customer service they give – and it gives plenty of food for thought for business owners.

Which? consumer group asked over 11,000 members of the public for their feedback on 100 shops and then ranked them accordingly.

Richer Sounds, Lush, Lakeland, Disney Store and John Lewis all came out in the top five and impressed with excellent customer service and by employing knowledgeable, experienced staff.

At the opposite end of the table, though, were WH Smith, Focus, PC World, TK Maxx, Poundstretcher, BHS and Currys Digital.

Martyn Hocking, Which? editor, said: “The nation’s top shops know exactly what their customers want and they respond – with quality products, good customer service and store environments that make shopping a pleasure.

“Shops at the bottom of the table would be well advised to follow that lead.”

Here are a few takeaway thoughts to take from the survey:


What’s important: Knowledge of the product, being helpful, polite, and having plenty of staff available to deal with customers quickly and efficiently.


What’s important: Competitive pricing, special offers and be proactive in offering regular deals.


What’s important: Longevity, product quality, availability and the range of products available.

After-sale care

What’s important: Clear lines of communication.


What’s important: Satisfactory staffing levels, satisfactory stock levels and clean and tidy stores.

Of course, customer service is not just confined to over the phone, via email and in person as a BBC article recently highlighted the importance of dealing with disgruntled customers properly via social media platforms.

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