New research by UserTesting, the leading provider of human insights for retailers, shows that as the annual holiday season rolls back around, good customer service could encourage UK consumers to spend at least £251 more than they would have initially.
The survey of 1,000 UK consumers found consumers were planning to spend hundreds of pounds in the latter half of the year, with 81% planning to spend at least £100, over half (51%) planning to spend at least £250 and over a quarter (26%) planning to spend over £400. But this could nearly double if they were to receive good customer service.
According to the research, long lines (61%), glitching websites or apps (43%) and inconsistent pricing (41%) are the most frustrating parts of the holiday shopping experience. Further, 46% of respondents said poor performing brands were slow to respond, action their problems (39%), or didn’t listen to the customer / didn’t care (30%).
A third (34%) believe that, while the in-store customer experience has improved over the last six months, there is more retailers could do. A hyper-personalised experience takes precedence for consumers as respondents suggested enhancements such as real-time stock visibility (58%), mobile checkout/skip-the-line options (55%), and personalised offers (44%) could make the in-store shopping experience more enjoyable. But at the end of the day, low prices prevail amidst the cost-of-living crisis: when asked what would encourage them to shop more with a specific brand or retailer, 81% said discounts could be a significant driver.
When asked if they would spend more money in a store if they trusted they would receive good customer services from its representatives, 81% said they would, demonstrating that in our digital age ‘service with a smile’ is still fundamental to profits and performance.
How a brand handles issues was also incredibly important to consumers. Almost three in five (57%) commented that the speed with which the company dealt with the problem was a significant factor, followed by 48% who said they were given a refund and 47% felt their concerns were listened to. Conversely, 46% said poor performing brands were slow to respond, action their problems (39%), or didn’t listen to the customer / didn’t care (30%).
“Consumers want a seamless shopping experience and good service no matter the time of year, and this research clearly shows they not only value it, they’re willing to pay to get it,” said Jamie Anderson, president, UserTesting. “Ahead of the busiest shopping season of the year, getting the customer experience right in-store and online is going to be the deciding factor whether consumers shop – and even spend more – with a retailer or not, so investing in improvements and insights now will pay dividends.”
