Member Article

Consumers call on businesses to deliver more for their money

Cash-strapped consumers are demanding more for their money from companies in terms of customer experience.

New research from Sage has revealed that one in three Brits would bin a brand for good if it failed to deliver the ‘wow’ factor, first time around.

Over 2,000 UK consumers were surveyed, and 47% of respondents believed the current economic conditions had led them to place a higher premium on the over customer experience companies offer.

Just one in five felt British businesses had made more of an effort to go the extra mile for their customers during the recession, and 24% said they though companies were actually making less effort.

Dr Tomas Chamorro-Premuzic, a Consumer Psychologist from Goldsmith College, and an expert on human behaviours, commented: “These findings show how demanding British consumers are today.

“Today, more than ever, companies need to attend to the psychology of the consumer, which involves being aware of their needs and maintaining a personalised relationship with each customer.”

From the survey, East Anglia was shown to be the least tolerant of a disappointing customer experience, while Londoners were the most willing to put up with it.

Younger consumers, particularly those aged between 18 and 25, were among the most forgiving of respondents, as 74% said they would be prepared to give a second chance to a company that delivered a disappointing experience.

Older consumers showed less tolerance as 41% of over 55s said they would abandon an company following poor service.

Michael McMeekin, managing director of Arrow Sales, said: “We agree with the findings as it confirms our belief and is backed up by our sales training courses that MMFI (make me feel important) is the secret to sales success and successful long term customer loyalty.

“We as consumers only give brands one chance and if the problem or issue is not resolved in a professional, timely and successful manner at the first time of asking we will move somewhere else and most importantly tell as many people as we can about the dreadful experience of how they didn’t value us and didn’t make us feel important.”

This was posted in Bdaily's Members' News section by Tom Keighley .