Are You Taking Full Advantage of Customer Diversity?

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Andy Smith explains why the diverse nature of customer expectations in the UK is one of the biggest opportunities for businesses.

Even though it’s a relatively small island, the UK is home to a vast range of people – whether it’s regional, cultural or generational, the implications these subtle differences have for customer service expectations can often be a little hard to comprehend, let alone manage.

A recent report from the Institute of Customer Service has revealed the average satisfaction of customers across different regions in the UK, and has found those in South East England are less satisfied than those in Wales or South West England.

There are specific and subtle differences in customer expectations

Are the Welsh as easy-going and gleeful as some might expect? And are Londoners unimpressed even in the face of great customer service? There are many reasons for the difference in overall customer satisfaction – after all, growing accustomed to life in or near the capital creates a very different set of standards from those rural areas.

For example, it’s almost an outrage not to have consistent 3G coverage in London – whereas in North Wales, some could consider themselves lucky to have any mobile coverage at all.

The bottom line is that it’s plain to see there are specific and subtle differences in customer expectations within this tiny isle of ours. But what does this mean for businesses?

The real winners will gain a deep insight into what different customers think

We are entering into an economy where the relationships businesses have with their customers are of paramount importance to success, and more and more organisations are cottoning on to this phenomenon and capitalising on ‘the age of the customer’. The key differentiators will soon be recognising and reacting to exactly what separates customers from one another – and how that ties into the wider experience.

Andy Smith

Andy Smith

The diverse and vast nature of customer expectations in the UK will become one of the biggest challenges, and opportunities, for businesses as they battle for the lion’s share of customer trust and loyalty. The real winners will be the businesses who can successfully gain a deep insight into what different customers think and feel about their organisation and, most importantly, use that to shape the customer experience.

Unlocking insight through understanding customer feedback holds the key to gaining a true competitive advantage in an increasingly fierce market, and it’s up to businesses to ensure they make it as easy as possible for their customers to share their views with them.

With thanks to Andy Smith at EvaluAgent

Author: Megan Jones

Published On: 5th Aug 2015 - Last modified: 18th Dec 2018
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