smg retail customer satisfaction index uk
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7/31/2019 SMG Retail Customer Satisfaction Index UK
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Customer Satisfaction Index
Service Management Group, Inc. and/or Service Management Group Ltd. SERVICE MANAGEMENT GROUP and related trademarks are trademarks of Service Management Group, Inc., and areused under license.
Championing the UK Customer Experience
A research report byService Management Group
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Service Management Group, Inc. and/or Service Management Group Ltd.
SMG used 20 years experience to analyse results from across all parts of the UK
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Executive Summary
SMG, a customer insight agency, analysed the results of feedback from 108,048 genuineUK retail and restaurant customers during 2011
SMG used this insight to measure customer satisfaction levels in the UK and to establishthe Customer Satisfaction Index
The report aims to provide the UK retail and restaurant industry with a clearunderstanding of the customer experience, what the consumer values and how to meetthese expectations to maximise customer loyalty and spend
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Service Management Group, Inc. and/or Service Management Group Ltd.
This report presented some astounding and very telling data
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Key Findings
The SMG Customer Satisfaction Index in the UK has a score of 6.1 (out of 10)
Spend increases by 39 per cent per sale when customers are assisted
This equates to 45.38 billion in missed sales last year due to poor customer service
The worst places in the UK for customer service are Worcestershire, Dorset andBerkshire, whilst the best places are Hereford, Northumberland and East Yorkshire
Customer service drops throughout the day, having a direct impact on sales
Customer satisfaction mirrors the Personal Happiness Index with customers agedbetween 25-49 the least satisfied with their customer experience
British men are more likely than women to complain about their customer experience
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Service Management Group, Inc. and/or Service Management Group Ltd.
The Value of a Smile
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Smile and Spend
Sales increase by 39 per cent when acustomer receives assistance
SMG calculated the floating pound -45.38 billion is missed in sales due topoor service*
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Service Management Group, Inc. and/or Service Management Group Ltd.
The Value of a Smile
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Smile and Spend
Receiving assistance was the largest driver of consumer spend impacting across allseven days of the week
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Service Management Group, Inc. and/or Service Management Group Ltd.
Worcestershire, Dorset and Berkshire all below the national average
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Regional Happiness
The regional maphighlights that thehighest satisfaction isfound at the geographicalextremes of the country
Cornwall, North EastScotland, NorthernIreland, West Wales,Norfolk and EastYorkshire all surpassedthe national averagescore
London performssignificantly lower thanthe rest of the UK
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Brands are not offering a consistent experience across the country
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London Lags
UK customers are moresatisfied outside of London
Speed at the till isconsiderably quicker outside of London
Staff are, on average, friendlier outside of London
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Retailers are not delivering a consistent in-store experience throughout the day
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Afternoon Blues
Key shopping times at lunch and after work are not being capitalised on
Staff friendliness, availability andcleanliness are in decline during the post-5pm urge to splurge
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The problem with sex
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Satisfaction
Women are generally happier with their in-store journey, and more likely to return,recommend and report a better experience
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Service Management Group, Inc. and/or Service Management Group Ltd.
The problem with sex
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Satisfaction
More men than women are experiencing a problem while in a store. In addition, menare receiving a better level of service recovery than women.
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Service Management Group, Inc. and/or Service Management Group Ltd.
What we suggest you do with this data
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Recommendations
Encourage staff to use open statements to prompt requests for assistance
Highlight the impact of friendliness and assistance on sales and customer satisfactionlevels
A consistent brand experience across at all times across channels is important to improveloyalty
Reassurance by staff to queuing customers is just as important as store design
Adopting a snake queue system can be effective. Not only does it have the perception that
it is moving fast, it is fair with little risk of being served out of turn
Product availability is occasionally an uncontrollable factor, but through productknowledge staff can offer a realistic alternative
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A little about Service Management Group
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About SMG
SMG (Service Management Group) is the leading international customer experienceresearch firm. Driving business results by partnering with brands to improve customerloyalty and employee engagement, SMG provides actionable insights andrecommendations at both the front-line and senior executive levels.
SMG has developed a proprietary suite of research services combining world-class
technology with unmatched industry expertise. Each year, the firm evaluates over 70million customer experiences in 64 countries and 29 languages for more than 200 brands.
Continuous customer insight programmes are used regularly by a range of retail andleisure outlets across the UK. Data is collected when a customer completes an onlinefeedback form to respond to questions relating to the entire customer journey.
Calculation of the floating pound: In 2011, UK retail sales totaled 303 billion. Given theSMG Customer Satisfaction Index score (6.1), this equates to 45.38 billion in sales thatretailers are missing due to poor customer service.
Methodology
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How to reach usJeremy MichaelManaging Director3 Holywell Hill, St Albans, Hertfordshire AL1 1ERT: +44 (0)20 3463 0700F: +44 (0)20 3463 0701
www.smg.com/uk
Service Management Group, Inc. and/or Service Management Group Ltd. SERVICE MANAGEMENT GROUP and related trademarks are trademarks of Service Management Group, Inc., and areused under license.
mailto:jmichael@smg.comhttps://twitter.com/http://uk.linkedin.com/in/jeremymichael1
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