Reversing the Decline in UK Customer Satisfaction

March 11, 20197min

Customer satisfaction is at its lowest point since July 2016, according to the most recent UK Customer Satisfaction Index (UKCSI), but what learnings can CX professionals take from the customer sentiment tracker?

 The UKCSI is a useful tool for those responsible for businesses. It drills into the detail of service elements that are most important to customers, and pinpoints what has the biggest impact on satisfaction. Some of the areas ranking highly this time are ease of interaction with suppliers, product or service reliability, speed of response and clearly explained information, all of which have a tangible impact on experience and perception.

Interestingly, this survey reveals that emotional connections and relationships are vital to achieving higher satisfaction. Put simply, the more connected and invested customers feel, the more likely they are to feel positively about your organisation and remain loyal.

Making life easy

Customer effort scores are increasingly popular amongst organisations looking to understand their performance in the eyes of customers – and rightly so. Customers want their interactions with providers to be simple, straightforward and involve the minimum of effort. This has been highlighted forcefully within the UKCSI findings and also within Opus Trust’s consumer survey, conducted towards the end of 2018. Those organisations that make customers’ lives easier and who design experiences around customer needs consistently achieve higher satisfaction scores and engender loyalty. But what does that mean in practice?

A joined-up and consistent customer journey is key. It must be designed around customer priorities (rather than organisational priorities), seeking to reduce customer effort throughout. For instance, technology that automatically matches phone numbers to accounts for incoming calls means that customers don’t have to search for account numbers.

Using one system for all queries eliminates the need for customers to explain their previous interactions – a primary cause of frustration. Providing a mix of channel options to communicate with your organisation – from telephone to online chat or app – means that customers can self-select the option that best suits them and communicate with you at a time that is better suited to their lifestyle or circumstances.

The experience that a customer has at each touchpoint says a lot about your company and brand. It is vital that the experience is consistent, whether that’s the tone of voice on a letter, someone’s telephone manner, or the way that customers interact with your online portal.

Eighty percent of respondents surveyed for Opus Trust said they actively keep account-related documentation, representing an enduring piece of your brand. Getting it right and making sure that each channel and touchpoint feels like the same company helps customers to emotionally engage with and “buy in” to your organisation.

Trends you should embrace

The UKCSI report highlighted that a successful communication strategy is key to happy customers, and that strategy must be multi-faceted. As technology and consumer expectations evolve, those people responsible for customer experience should consider the following trends:

Personalisation

Organisations collect more customer data than ever, opening the door to greater personalisation. Businesses should deploy customer data and insight in a way that enhances personalisation and relevance in their interactions. Use of Artificial Intelligence (AI) is growing rapidly and provides fantastic opportunity for organisations to differentiate through experience, not just drive efficiencies and cost savings.

Digital communication technologies

Consumer demand for channel choice continues to expand as lifestyles and expectations evolve. The Hidden Opportunity report found that a third of consumers expect to use online chat as their primary channel of communication within five years, equalling the numbers expecting to communicate via e-mail.

Similarly, a significant engagement opportunity exists within the messaging arena, with around three billion users on the top four messaging apps each month. Less than half of businesses allow customers to connect via messaging apps, although chatbot technology makes this an increasingly viable option.

Choice is king

Even the simplest account-related interaction becomes an opportunity to build a positive impression and demonstrate customer commitment. Opus Trust found that providing a choice of channels is key, along with easily editable preference selections so that customers can drive their own interaction strategy as their needs change. Our research found that there is no one-size-fits-all approach and that age and demographic have no significant bearing on customer choices.

This places greater emphasis on organisations to treat every customer as an individual, providing them with the breadth of choice that enables them to develop their relationship with your company in their own individual way.


Richard Farmer

Richard Farmer

Richard Farmer is Sales & Marketing Director for Opus Trust Communications.




Inform. Inspire. Include.
A free way to improve your business.

Customer Experience Magazine is the online magazine packed full of industry news, blogs, features, reports, case studies, video bites and international stories all focusing on customer experience.


CONTACT US

CALL US ANYTIME


UK Trademark UK00002648900

EUIPO Trademark 018131832

Contact Information

For article submissions:
Editor
Paul Ainsworth
paul@cxm.co.uk

For general inquiries, advertising and partnership information:
aleksandar@awardsinternational.com
Tel: 0207 1932 428

For Masterclass enquiries:
vuk@awardsinternational.com
Tel: +44 20 86385584

Customer Experience Magazine Limited
Company number: 12450532
International House, 24 Holborn Viaduct,
United Kingdom, London, England, EC1A 2BN

JOBS IN CUSTOMER SUPPORT

Find a job in customer support with Jobsora


Newsletter


male enhancement: vitamins for sex drive 180 blue pill people who have sex with dead people prescribing viagra african penis enlargement how much is too much vitamin b genital pumps erect penis average penis size america can you make your penis thicker glans enlargement before and after flomax pill rlx male enhancement pills how to jelqing average penis size 18 blood flow supplement how to get hard fast without pills cialis for bph best place to buy generic viagra online testabolan side effects viagra for sale ebay how big is your dick mexico viagra how to make dick longer sildenafil tabs essential oil for sex drive citrulline benefits where to buy real viagra online improve bloodflow when does a males penis stop growing magnesium impotence penis enlargement surgey cant get a erection first rate response bbb forskin problem what vitamin is good for circulation dick with foreskin erectile dysfunction blogspot nugenix at gnc alpha pills review the best male enhancement drug coupons for cialis how to use penomet testosterone boosters walmart how to increase hgh with supplements male enhancement wiki

cbd oil: cheap cbd does cbd really work cbd of springfield cbd with thc oil for pain super cbd blueberry chill pills cbd revolution cbd oil santa cruz harlequin cbd seeds cbd and wine cdg converse best cbd oil for chronic back pain cbd gummy bears review highest rated cbd side effects from cbd oil new leaf cbd capsules does cbd help with appetite cbd oil sisters of the valley can cbd oil cause cancer bees knees cbd coupon cbd square cbd cake pops cbd oil rheumatoid arthritis reddit has the bcp cbd armor weed extract cbd oil columbus oh information abbreviation kratom and cbd oil mob psycho 100 cbd display case chemical infuser holiday homes auckland cbd cbd papers cannabis anti cancer ulcerative colitis in spanish how to buy cbd oil for pain is cbd oil good for weight loss cbd 250 best cbd oil for adults what is cbd isolate oil cbd vape oil tucson black cobra cbd oil mixing cbd oil with cannabis concentrate buying order what dose of cbd oil for nerve pain in feet cbd seeds usa

weight loss: how to loss weight when pregnant allied diet pills modius weight loss diet pills xenadrine perimenopause weight loss egg diet review weight loss hurley actor weight loss best indian diet plan for weight loss seaweed wrap weight loss lap band weight loss whole30 weight loss in 30 days juicing weight loss testimonials weight loss implant buy testosterone pills ez weight loss colitis weight loss high carb low fat diet weight loss stretch mark weight loss weight loss mind set dinintel diet pills elliptical weight loss program weight loss clinic lafayette la jillian michaels weight loss programs weight loss in diabetics weight loss journey before and after this is us actress weight loss natural smoothies for weight loss quick weight loss center nyc cayenne pepper tea for weight loss why is water important for weight loss contraceptive pills weight loss diet pills that works approved fda weight loss pills x factor weight loss pills weight loss pills with bee pollen safe weight loss mr fields diet pills reviews b12 shots how often for weight loss phentermine diet pills drug test cinnamon capsules weight loss buy xenical diet pills refirm diet pills quick easy weight loss plan metagenics weight loss quick weight loss program cost lindeza diet pills

vape: avail vape uwell valyrian coils burning pure one vape 18650 radio shack gatorade vape juice keep it 100 blue slushie red bull vape salt vape juice best vape liquids vape pens on sale lyra vape gold rdas vape hot box 180 vape teros vape phoenix vapor olympia baja blast vape vape cartridge packaging portable perl v8 baby t8 coil review vapor pressure of water in mmhg countries where vaping is illegal the hellhound ecig steam cloud vape e cigarette metz does uwell crown 2 come with a key tryst e cigarette vuze vapor coupons smok vape coil best smok coils smok 3 coil electronic cigarettes 2015 aspire sub ohm kit voopoo vinci x vm3 coils smok t priv software update vaping batteries usa nearest vapor shop list of vape pen brands smok helmet coils docs vape escape uwell crown eleaf istick hammer vape mods voopoo drag a good 18650 batteries for vaping voopoo unforce t1 coils n1 conduction vape