Large companies are locked in a vicious circle which stops them offering the best customer service, a retail analyst has warned.
Minimal staff wages, low morale and the high cost of technology are a few factors that are affecting the level of customer services offered by companies. However, they are reluctant to do anything about it, fearing that spending more money in these sectors will impact profits, Clive Longbottom, an analyst at Quocirca has said.
The comments come after a disgruntled Techeye reader complained that they had received “shoddy service” from top tech brand Currys‘ partner delivery site KnowHow.
After ordering a tumble dryer she was sent an email outlining her delivery day and what to expect. This included promises by the company that it’s men would unpack the product and dispose of the packaging.
“Before we leave, we’ll make sure you’re happy with the work we have done,” the email stated.
However, she was left to unpack the dryer herself after she was told by the delivery men that the machine was “only light” and she could “unpack it herself”. This was despite a clear warning on the machine that it should be handled by two men.
According to Longbottom, “the guys were probably contractors, who combined a bit of “must get to the next job” with a lot of “don’t see why we should do this.”
Despite Curry’s claiming that the driver had broken policies, Longbottom added,that it was “unlikely to do anything about their actions, [meaning] they will get away with it – and so do it again, and again.”
And it doesn’t look like it will get any better.
“Everyone is pretty dire, [when it comes to customer service],” said Longbottom.
“There is no real reason to be really good – just (possibly) not quite as bad as the rest.
“However, underpinning this is a set of other things – the first is that a fully joined up customer service plan requires fully joined up technology – which costs money. Retailers have to be cost competitive while making profit, so technology investment is not top of their priorities.
“Behind this is that the people that they employ directly in customer service roles are paid badly, and see their role as a job, not a career. Training is minimal, as there is a high turnover of staff, so the costs of training are often seen as being too high.
“So, a combination of things that make it very unlikely that we will see any improvement, unfortunately.”
Longbottom pointed out that the use of social networking to publish such occurrences would have impact. He urged everyone who has a bad experience with any retailer “should post it as wide and far as they can,” in a bid to force retailers to improve.