New research has revealed disparities in customer service experiences across the UK. The largest proportion of people receiving poor customer service are in Northern Ireland, while the highest percentage of consumers who’ve experienced ‘amazing’ customer service are from London.
The research, from Trustpilot, found inconsistencies in the levels of service standards received across the UK, as consumers increasingly value the ability to speak to a human over the ever-increasing availability of chatbots.
Nearly half (47%) of consumers nationwide have had a poor customer service experience in the past year. In addition, one in six (15%), equivalent to over eight million people*, believe that customer service standards have declined during the same period.
However, regional variations exist. Those in London are most likely (73%) to say that they’ve received ‘amazing’ customer service in the last year, followed by those in Wales (69%), and the North West (64%). On the other hand, those in Northern Ireland are most likely to have had a ‘poor’ customer service experience, with nearly seven in ten (69%) reporting this, while Londoners are also likely to have received poor service (58%).
Regions most likely to have had an instance of ‘amazing’ customer service in the last year | Regions most likely to have had an instance of ‘poor’ customer service in the last year |
London (73%) | Northern Ireland (64%) |
Wales (69%) | London (58%) |
North West (64%) | Wales (52%) |
Northern Ireland (61%) | East Midlands (49%) |
North East (60%) | Scotland (48%) |
Every customer interaction counts, as on average, it takes just 2.3 poor experiences for a customer to share their frustrations. With nearly nine in 10 (89%) UK consumers saying that star ratings and reviews influence their choice of products and services, with more than half (56%) saying they wouldn’t buy from a brand that had a poor Trustpilot score (0, 1 or 2 stars), learning from customer reviews is imperative for businesses to grow and succeed.
The research also provided a range of elements that consumers value most highly when it comes to customer service, providing businesses with a clear roadmap for further success. Timely responses to queries (54%) comes most highly favoured, followed by being able to speak to a human rather than a chatbot (51%), and getting products or services on time (45%).
Looking ahead, it’s clear that having a human touch is still king, with consumers pushing back against the ever-increasing use of chatbots within customer service. More than six in ten (61%) say that being able to speak to a human rather than a chatbot is something they would like to see more of this year, while a quarter (26%) would like to receive a more personalised service.
Consumers are also eager to receive quicker responses (35%), consistent delivery updates (30%), and to receive empathy and understanding from customer service agents (26%). Just one in ten (10%) said that they’d like to see an increased use of AI within customer service – a figure that jumps to one in six (16%) of Gen Z and Millennials, and drops to just 7% and 3% among Gen X and Baby Boomers, respectively.
Kate Delaney, VP of marketing at Trustpilot, said: “Customers are a critical part to any business, whatever the sector – if you don’t have a happy customer, you can’t grow a successful business. That’s why customer service is so key, and customers are ready to share their unique experiences via reviews, both positive and negative.
Our research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK. With this in mind, it’s time for businesses to take note and look to build back trust through human, empathetic, and communicative customer service. With varying degrees of service standards, it is important for businesses to listen and take action on feedback and improve their offering. The good news is that when businesses do get it right, customers notice — and that creates a powerful opportunity to build loyalty, advocacy, and long-term success.”
