As customer expectations continue to evolve in the digital age, new data reveals that UK retailers are increasingly prioritising customer convenience by extending their customer service hours. In an audit of the customer service performance of the UK’s top retailers1, CM.com, a leading provider of customer engagement solutions, found that the proportion of retailers offering round-the-clock, 24-hour customer service support has doubled since 2022 – growing from 14% to 28%.
Beyond those moving to round the clock customer support, four out of five leading retailers (80%) now offer some customer service support outside of the traditional ‘9-5’ working hours, addressing longstanding frustrations over customer service hours.
This increase in availability demonstrates a commitment from retailers to connect with customers at times most convenient for them – and its paying off when it comes to customer service performance. The audit revealed that those retailers offering 24-hour customer service performed better compared to those operating strictly within traditional office hours when it came to the speed and effectiveness of response.
But despite brands moving to expand their contactable hours, many UK retailers are still falling short when it comes to responding to those queries – CM.com’s research found that nearly one in ten (8%) are left unanswered. Notably, half of the unanswered queries were submitted via Instagram, indicating that social channels – particularly those popular with younger consumers – can be a weak spot in timely and effective customer service delivery if not managed properly.
James Mathews, CM.com country manager UK and Ireland, comments: “Consumers today are used to getting what they want ‘on demand’ and expect immediacy and convenience in everything that they do. Many UK shoppers now view 24-hour or extended customer support as standard so retailers can’t afford to restrict their service hours. Just because someone isn’t in a physical store doesn’t mean they aren’t thinking about their order or their query – especially with the rise of online shopping.
At a time when retailers are fighting challenging economic conditions, providing exemplary customer service experiences can make all the difference. Brands that proactively embrace technology like chatbots and messaging platforms alongside real human service not only boost their responsiveness but also foster customer loyalty, which is more important than ever.”
