This European Country Leads the Way in Customer Service
Customer service is one of those sticky parts of business that nobody truly enjoys. But if you want to grow a business with a loyal following, you absolutely have to focus on it. One European nation does exceptionally well in this department: The UK.
The UK Takes the Customer Service 'Cake'
According to research calculated as part of the Institute of Customer Service's 'European Customer Satisfaction Index' (ECSI), the UK has an overall customer satisfaction rating of 76.1. That's more than three points higher than the closest rival, Germany (73.1).
Interestingly, the data from this study shows that countries with high customer satisfaction levels also tend to have more GDP per capita and lower unemployment levels. Countries with lower GDP and higher unemployment rates – like Spain, Italy, and France – tend to have lower ECSI scores.
In the study, eight different European nations were analyzed. This includes the UK, Germany, Spain, Italy, France, Sweden, Poland, and the Netherlands.
When you look at the UK in particular, the highest customer satisfaction levels were found in the restaurant industry, where scores averaged out at 81.1. That mark is 5.5 points higher than the European average. The UK also excels in the banking sector where it received a score of 78.
On the opposite end of the table, France (69) and Spain (68.2) bring up the rear with the lowest customer satisfaction scores. Italy and Poland also came in below the average for all European nations.
One of the more interesting takeaways from this study is the correlation between customer service and a nation's larger economic performance. It doesn't take much digging to see that countries with high customer satisfaction also have healthier economies.
"As a result, good customer service should not be seen as a 'nice to have' for organisations, but as a key competence and asset which can bring wider economic benefits – particularly when it comes to enhancing productivity, competitiveness, job creation and prosperity within organisations and across countries as a whole," says Jo Causon, CEO of The Institute of Customer Service.
While you can never stake too much on a single report or study, the results of this ECSI report do act as a sort of benchmark for customer service and satisfaction throughout Europe. Small businesses and large corporations alike must take notice.
Proactively Improving Customer Service
Moving forward, businesses that are proactive about customer satisfaction are the ones that will find themselves on the growth "fast track." This is leading to an increased emphasis on collecting and tracking data as it relates to customer satisfaction.
In particular, businesses are turning to tracking customer satisfaction (CSAT) scores. This customer experience metric measures a customer's happiness with specific products, services, and support by asking very basic questions that require nothing more than a numerical rating. CSAT surveys are sent out regularly, and answers are turned into scores that can be tracked over time. This provides helpful insights into the health of customer service at any given point in time.
Another big trend in the customer service industry is omnichannel support. Businesses that excel with customer service almost always offer some form of multichannel support through a combination of channels, like phone, email, social, web chat, etc.
Omnichannel support is valuable on multiple levels. For starters, it gives customers the ability to seamlessly transition between different channels without having to repeat information or go through the same tired issues with different call center agents. Secondly, it lowers the level of frustration customers have by giving them convenient options that work on their terms.
A third trend is the prioritization of employee satisfaction. Businesses are beginning to understand the correlation between employee satisfaction and customer satisfaction. By empowering customer service professionals and salespeople, businesses are able to foster more positive customer interactions. This is a big deal (and one that will become increasingly important in the coming years).
Putting it All Together
If you're wondering what good customer service looks like, perhaps it's time to turn an eye toward the UK. And if you're curious as to how you can improve your own company's customer satisfaction scores, these trends may be your best path forward.
From tracking scores and offering omnichannel support to prioritizing employee satisfaction, the recipe for success isn't as mysterious as most think.