smg retail customer satisfaction index uk

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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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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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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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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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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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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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.
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smg retail customer satisfaction index uk

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