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Industry Research : Customer Satisfaction Falling Despite Ad Spend
Customer satisfaction levels are dropping off, with almost two thirds of customers considering themselves worse off than five years ago.
That is according to new research from consultancies AMR and Feedback ASAP, surveying Australians about their perceptions and experiences of customer service.
58.5% of respondents felt customer service had declined in the last 5 years, with only 17.4% saying it had improved.
"The research showed that poor staff attitudes are a stand-out factor in consumer
dissatisfaction. In particular, people found attitudes from young workers in retail particularly wanting," said AMR Melbourne GM Mary Forgie.
She said high dissatisfaction with overseas call centres also contributed to the overall result, with many consumers stating that the lack of personalised service and low product knowledge was a serious issue.
Despite increased advertising spend, the banking sector in particular has suffered stagnant customer satisfaction. All four major banks have increased their main media spend over the last 12 months but a flow on improvement in satisfaction has failed to materialise, according to a new report.
The Commonwealth Bank’s satisfaction rating was 0.1% lower, according to figures from Mozo which runs the Choice banking comparison site, despite an increase in spend and a promise to double digital marketing budgets. ANZ suffered a similar fate with an equal drop.
Westpac edged its own satisfaction ever so slightly higher, recording only a 0.1% increase, while NAB only tallied a 0.2% rise.
Posted by Veronica Silva Cusi, news correspondent
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Published: Saturday, October 1, 2011