Retail Eyes study reiterates importance of service

Retail Eyes has released a survey that suggests seven out of 10 people are prepared to pay more for a product or service if it means receiving better customer service.

The 2009 National Customer Satisfaction survey found that 56 per cent of respondents will leave an establishment before making an intended purchase if they receive poor service.

Tim Ogle, chief executive officer at Retail Eyes, said: 'With the high street facing a flat Christmas and spending anticipated to be a third less than last year, retailers really need to be on top of their game.

'Our survey shows that if retailers want to make money this season, they will have to get their customer service right.

'The ones who do, can increase average spend per visit.

'The challenge is to make sure that standards do not slip when temporary, seasonal personnel come on board.

According to the survey, the hotel trade is getting it right while restaurants, high-street retailers, pubs and bars are slipping behind.

When asked which sector delivers the best customer service, six per cent of respondents rated high-street retailers, compared with 52 per cent for the hotel industry at the top.

Restaurants were second with 23 per cent of the vote.

Supermarkets received 11 per cent of people claiming to get good service.

Ogle added: 'The little things make all the difference.

'Disinterested or unhelpful staff really pushes people's buttons.

'It's deeply irritating if you see staff talking when you're waiting to be served.

'Pride also matters - customers don't like staff that look scruffy or untidy.

About 46 per cent of respondents said that staff who listen and understand what they are looking for, are friendly and make them feel valued, are the most important things to enhance their shopping experience.

The same number of shoppers said that the most frustrating thing is staff that show a lack of interest in serving or those that have a poor attitude towards them.

The key is getting the right balance.

The survey showed 88 per cent of customers said they prefer to be approached by an assistant when they need help rather than be pounced on when they walk through the door.

Staff should acknowledge customers to show an interest and availability when the time is right to serve.

Despite the variations in levels of customer service per sector, the survey did show that 'in store' delivers better service (76 per cent) against the internet (17 per cent) and over the phone (seven per cent).

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