British is best for customer service, say consumers

World-beating customer service is thriving in the UK - giving confidence to companies to look beyond the recession, according to new research.

More than 46% of consumers think Britain is best for how well we are treated, surging ahead of the US on 25.5%, says the Institute of Customer Service.

Germany is a long way behind in third on 7.9% and other major European tourist destinations – France, Spain, Italy and Greece – all scored poorly.

Despite difficult trading conditions, almost 40 organisations or professions achieved a customer satisfaction score of 80% or above - the benchmark for world class customer satisfaction.

Jo Causon, the Institute's chief executive, said: "This is an exceptional result for those 37 organisations from a wide variety of sectors, which achieved above 80% - the benchmark for world-class customer satisfaction."

Overall, the UK achieved an average rating of 74% in the Institute's UK Customer Satisfaction Index (UKCSI), up from 72 in the previous study six months ago.

Jo Causon said: "The results show organisations are trying really hard to keep consumers satisfied, but we realise from the wide range of scores across the sectors that there is no room for complacency."

It is those who take customer service seriously that are reaping the rewards and will continue to do so beyond the current economic gloom, says the Institute.

Jo Causon said: "We know individuals and businesses have less money to spend and are more careful where they spend it. Research shows that taking customer service seriously can produce 24% more profit. Even a 5% jump in customer loyalty can boost profits by between 25 and 85%."

Tourism is now Britain's best sector for keeping customers content, with fish and chip shops and pubs also seeing a resurgence in customer satisfaction.

Other key points to emerge from the Index include:
• The top performing sector is UK tourism.
• There has been a resurgence in popularity of fish-and-chip shops.
• Overall, women are happier with the service they receive than men.
• Local pubs, despite trade being hit by recession, have increased their popularity rating.

Words: Clare Riley

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