Is Store Rage the New Road Rage?
Poor Quality Service Angers UK Consumers
Businesses be warned, UK consumers are exasperated by poor standards of service, according to a new survey commissioned for the Institute of Quality Assurance (IQA).
Gone are the days of slavish brand loyalty and limited choice, as increasingly sophisticated consumers take advantage of a boom in buying options to turn their backs on bad service. More than two thirds of those polled react to poor quality of consumer care by heading elsewhere, with almost all of these (59 per cent) unlikely to ever return to a provider who has let them down.
UK consumers' reputation as mild-mannered and willing queue-formers is fast becoming a myth, with one fifth of those surveyed admitting they have become emotional or angry because of poor treatment at the hands of businesses.
A further 65 per cent of respondents said their reaction to poor quality is to tell others about their experiences - proof that while good news spreads, bad news spreads like wildfire. Just seven per cent of consumers surveyed rated the quality of service provided by UK businesses as very good.
It's not all bad news, however, as half the consumers surveyed felt the quality of goods had improved over the last ten years. Though as 72 per cent rated quality of service equally as important as quality of goods, the right product is not enough on its own - it must be matched by excellent customer service.
'Achieving quality is a company-wide goal' says Frank Steer, Director General of the IQA, which has championed quality practices and business improvement since the beginning of the last century. 'Consumers in the UK have come to demand a high level of quality, both in the products they buy and the service they receive. Businesses which fall short of the standard required will suffer - and this survey shows that consumers won't forgive or forget poor quality.'
The IQA provides support and professional recognition for anyone working in business improvement. It uses its expertise and body of knowledge to help individuals and organisations deliver their business objectives, and make a difference to the consumer experience.
'The IQA provides its members with the unique resources they need to improve the running of their organisations and revolutionise the way they deal with the customer - to make a different from the shop floor or call centre right up to the boardroom' adds Frank Steer. 'Our practical support addresses the whole organisation with the aim of improving staff morale, boosting business efficiency and ensuring customer satisfaction. Improving quality is the best way to ensure the continued growth and competitiveness of UK businesses.'
With a membership of 12,000, including a range of key sector groups providing targeted support to business, the IQA is a leading authority on business quality. To find out more about the IQA and how quality practices can revolutionise your business, visit www.iqa.org or contact the IQA on 020 7245 6722 or email iqa@iqa.org.
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NOTES TO EDITORS:
ICM interviewed a random sample of 1006 adults aged 18+, by telephone between June 21st and June 23rd 2006. Interviews were conducted across the country and the results have been weighted to the profile of all adults. ICM is a member of the British Polling Council and abides by its rules. Further information at www.icmresearch.co.uk
The Institute of Quality Assurance is the leading professional body for the advancement of quality practices and business improvement in the UK. IQA does not support a specific model or standard but seeks to encourage knowledge sharing and the development of individuals' own competence in the application of quality management principles.
Date of issue: June 2006