The importance of customer satisfaction to every business thumbnail image Published on 13th March 2020

Customer service is a part of our everyday lives and with 86% of customers willing to pay more for a better experience, it’s paramount to businesses that they get it correct more than ever before. It’s predicted that by the end of this year, customer satisfaction will overtake price and product as the key differentiator in sales.


Customer satisfaction is at its lowest point since July 2016 according to the 2019 report by The Institute of Customer Service. The proportion of customers experiencing an issue has increased by 1.2% and is at its highest point ever recorded however satisfaction levels with complaint handling is also at its highest ever point.


Why should customer satisfaction matter?

Customers are more likely to leave a review if they have a bad experience than if they have a good one; one angry customer will tell up to 16 people about their service and this is set to have a more profound impact as more customers take to social media to complain therefore reaching a wider audience. Negative online reviews are up 8% since 2013, this could be attributed to the knowledge that negative reviews often result in quick action from the company in question – much quicker than an email or phone call complaint. When any grievances from customers are easy to air and responded to quickly and helpfully, this signals the completion of a successful and pleasing customer journey. The next step is usually to leave reviews, share the experience and repeat a purchase and start the cycle again.


Bad customer service can have a profound effect on business. This happened to energy giant Scottish Power who was fined £18m in 2016 by Ofgem for failure to provide satisfactory customer service. Customers had to wait for unacceptably long periods of time before their calls were answered. Complaints were also handled unprofessionally and took an extended time to be resolved. The fine Scottish Power received is the third biggest to be handed to one of the big six emergency providers. An Ofgem regulator said the emergency provider had failed to provide even the basics in customer service.


Difference between good and great CS

The vast majority of companies can provide good customer service but no business should become complacent. A good salesperson can sell consistently to new customers but if that salesperson lacks interpersonal skills, the business will not be able to survive very long on new customers alone. Excellent service is what retains customers, the product or service which you offer will attract them initially and possibly bring them back a second time. Loyal customers are created by building trust and providing them with consistent, barrier-less customer service.


Customers like to feel valued and prefer a company that treats them as a human being and not just an order or reference number. By providing great service to your customers, you are not only building a following for your brand, but also a group of supporters who may even refute any bad press about your company on your behalf, and therefore proving that one instance is not a usual occurrence.


How can CallCare help?

Research carried out by New Voice Media shows that 27% of the customers who switched to a competitor did so because they were on hold for too long. On average, customers will hold for 11 minutes before ending the call. CALLCARE can assist you to maximise business efficiency when you outsource your switchboard. Every call made to your company is answered by CallCare in a professional and friendly manner by our team of trained operators. Calls are directed to mobiles, where appropriate, or messages are taken, enabling you to maintain a high level of customer service which is sure to impress your clients. Our service is flexible and will be tailored to your exact specifications.


For more information about CallCare’s call handling service to improve your customer experience, contact us today.