National Customer Service Week sales surge

Putting customer service first boost profits and staff morale – according to organisations signing up to take part in this yearís National Customer Service Week.

Banks, insurers and other finance firms are among hundreds of organisations that have already registered for the week, co-ordinated by the Institute of Customer Service on October 5 – 11, including businesses that saw real bursts in sales resulting from last yearís activities.

Many see the week as an opportunity to recognise the efforts of their customer-facing staff and thank them for their achievements.

Inspiration for activities during the week is provided on the National Customer Service Week website which includes ideas such as job swaps between management and frontline staff, talent shows and inviting customers to nominate customer service champions. The Institute is calling on more organisations to register for the week by visiting the NCSW website at www.nationalcustomerserviceweek.com

Jo Causon, chief executive of the Institute, says: ìEnterprises that aim for high service standards and recognise the talents and contributions of all their staff will motivate their people, improve customer loyalty and boost profits.

ìEmployers increasingly understand that people with the appropriate skills and positive attitudes make a difference with their customers. Their personalities and individual qualities always shine through whether contact with customers is face-to-face, remote or online.

ìThese are tough, challenging times and the loyalty of customers and their relationships with service suppliers are being severely tested,î Jo adds. ìIf customers donít get service that is reliable, adaptable and available when and how they need it, they can quickly and easily go elsewhere.î

Finance firms already involved include Abbey, Absa Bank, Alliance & Leicester, Axa PPP Healthcare, Barclays Bank, Barclaycard, Blackhorse Finance, Bradford & Bingley, Equifax, Friends Provident, HBOS, Lloyds Bank,Prudential, RBS, Scottish Widows, Swinton Group, Zurich Insurance and Zurich Financial Services.

One of the weekís biggest advocates is the London-based independent department store group Morley Stores where National Customer Service Week has given its business a significant boost in the past two years.

Group training manager Kim Kimber says sales increased by 12% during the week last year through focusing store teams on customer service.

ìEach store had a special ambassador who drove events, such as encouraging customers to write comments about our service,î she says. ìWe were inundated with very positive comments.

ìWe believe that by continuing to listen to our customers and acting on their feedback we will continue to be their first choice. Through our involvement in NCSW every year we give customers the chance to celebrate with us and tell us what they think.î

Other participants will include Manchester United Football Club, Unilever, Virgin Trains, Volkswagen, Metropolitan Police, the Environment Agency, Legoland, National Grid and Blackpool Pleasure Beach.

Institute research shows companies with a reputation for service excellence and committed frontline staff have a 24% higher net profit margin than same-sector rivals who do not enjoy similar standing, and can achieve 71% more profit per employee.