CXM Editorial TeamCXM Editorial TeamNovember 23, 2017
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2min296

It seems clear that the great British public will now very rarely be bothered to write or call companies when something is wrong.

Instead we are likely to simply moan or let rip on social media before stopping to use a brand or service, probably without telling the company – a trend that has spawned the growth in social media monitoring.

That’s just one of the main findings from the annual ‘Customers in Britain’ survey earlier this year, which records that ‘traditional’ complaint behaviour now runs at less than half the volume recorded a decade ago.

Until about 2010 the survey regularly recorded that about half of all adults made three or more complaints per year to any brand or organisation – and it’s these higher volume complainers who in particular have gone elsewhere: no doubt social media is now their main channel.

Perhaps less surprising is that the highest proportions of classic ‘direct to the brand’ complaints behaviour is generated from more traditional rural areas, the older age bands and more upscale social groups.

In terms of sector, we have seen for many years that the highest volumes of complaints are received by the supermarkets, banks and utility suppliers. However, whilst retailers generally do well at turning adversity to their advantage, with no-quibble refunds or exchanges, utilities struggle to get the same high scores for complaint handling and satisfaction, whilst the lowest scores for complaint resolution go to Central and local Government services.

‘Customers in Britain’ is an annual survey available to purchase, with a free overview also available from Firebrand Insight.


CXM Editorial TeamCXM Editorial TeamNovember 16, 2017
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2min274

Despite plenty of evidence that shows people are feeling economic pressure, the annual ‘Customers in Britain’ survey also underlines the strong priority we consistently put on customer service, and a willingness to pay well to get the best.

Of course, providing excellence makes real sense as over eight in 10 customers will readily talk about great or poor service on a regular basis to others. Other headline findings are:

  • Over four in 10 are prepared to pay more for better service – that’s twice as many as reject the idea; a consistent survey finding for some years
  • Similarly, almost half of us say we will not accept poorer service just to gain lower prices: 20 percent more than those agreeing with this idea
  • But a large majority expect there to be some service cuts as companies try to protect their margins when times are hard, even if we really don’t want standards to fall

These findings and others on the survey underline the need for service brands to work hard to identify, promote and deliver the essential ‘must have’ elements of their offer, if they are to build their reputation.

‘Customers in Britain’ is an annual survey available to purchase, with a free overview also available from Firebrand.


CXM Editorial TeamCXM Editorial TeamNovember 14, 2017
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1min385

Customer care is an integral part of every business’s success. Customer service is a way of building a better relationship with your customers, thus increasing the opportunities for a positive impact on sales and customer loyalty.

Social media has not only emerged as a platform for marketing and advertising, but it is also a great place to build a caring community that would get social and engage with your customers, which is a must for boosting your brand’s image. In the infographic below, Website Builder outlines the benefits and the importance of social media customer care.




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