Consumer loyalty to retail brands is suffering on account of poor customer service according to a recent survey.

The results of research carried out by Vision Critical on behalf of customer service technology company Kana have showed that it is the under 35 audience that report the most common incidents of bad customer service.

The survey also demonstrated that 30 per cent of consumers across the UK have become less loyal to retail brands over the past five years with a quarter of the 2,000 questioned accrediting their loss of loyalty to lacking customer service.

One of the most common issues that came to light during the research was customers’ need to repeat their complaint to multiple people within the same company. Nearly half of those surveyed expressed frustrations with regards to this issue, with one in every 20 saying that they have had to repeat their complaint at least five times.

Of those who feel less loyal to retail brands, 37 percent of 18-to-24-year-olds cite service as the key factor versus just 20 percent of those aged 65 and older.

 Steven Thurlow, head of worldwide product strategy at Kana, said:

“The younger generation has higher expectations of digital channels, collaborative and social communications and asks ‘how hard can it be.’ They won’t take seriously an organisation that is unable to do the basics right, and these expectations are rising all the time.”

Source: Hort Week

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