News: Customer Service/Care
UK businesses 'can boost loyalty through good customer service'
22 April 2009
Businesses in the UK must take steps to update their approach to consumer loyalty, research suggests, highlighting the need for customer service training.
The Logic Group and Ipsos MORI have found that 57 per cent of firms are prioritising the retention of their existing client base over the acquisition of new users.
Less than half of UK consumers admit to being part of a loyalty scheme, with nearly one in two citing poor customer service as a reason for avoiding membership in a project of this type.
Simon Atkinson, managing director of loyalty at Ipsos MORI, claims that current programmes need to be revised in order to increase their relevance.
The Logic Group's chief executive Antony Jones states: "A clear imperative has been identified in linking customer experience and service with loyalty programmes that are relevant to an organisation's consumers."
In other news, customer relationship management practice director for Avenade John Yaggie recently told DestinationCRM.com that trust in businesses needs to be fostered through customer service if firms are to drive profitability.
