European businesses prioritise customer service, but are they delivering?

European businesses are putting customer service at the top of their list of priorities even before profit, a new international survey shows. The study of eight countries announced today by Easynet, the international managed network and hosting company, reveals that the majority of employees in European companies believe customer service to be the most important factor in their business. In Great Britain, 46% of respondents chose customer service from a list of eight different factors including profit and market share. The next most important ñ profit ñ scored only 12%1.

Despite these good intentions, customers are still not always satisfied, according to a debate between leading academics and business associations, on www.easynet.com.

Martin Molloy, customer operations director at Easynet, said: ìItís great that people believe their companies put customer service above profit and other factors. Excellent customer service is the foundation of business success, and itís something most companies claim to be good at. But not many have the skills and commitment to follow through on their promise. There is a gap between intent and ability.î

Customer service satisfaction is being affected by inadequate manpower and resources and the use of inappropriate communications channels. The Customer Care Alliance found the average time for a call to be answered is 4.9 minutes and three-quarters were answered by an automated response.2

John Kemp, from the European Customer Care Alliance stated: ìMany customers have experienced significant problems with a service and most companies greet these complaints with a substandard response. They pass customers from high-cost communication channels, such as phone or face-to-face, to low-cost channels such as automated phone responses, call centres or the web. Customers just end up getting angrier and angrier.î

The best performing businesses are those that place the customerís journey at the centre of policy, said Martin. ìBusinesses need to think through their customersí experience. A lot of businesses will place problems into boxes, which means customers are often cut off before theyíve reached a resolution. At Easynet, we focus on each detail of the customerís experience with us, and aim to provide superb management at every point along the way. Good service gives the customer options and gives an employee ownership over the problem along with the skills and confidence to see it through to its conclusion. î

Hugh Wilson, Professor of Strategic Marketing at the Cranfield School of Management, added: ìThe best companies empower employees and think twice before outsourcing their service department. People at the front line know that customers want a relationship based on trust. If customers donít trust you, they will find a reason not to buy.î

Those delivering excellent customer service know it is an investment, not a cost. Martin said: ìInvesting in customer service actually reduces costs because it builds the customer base. It breeds customer loyalty and retention and turns customers into brand champions.î

To see leading academics and business associations discussing the content of this report and customer service best practices, please visit: