Poor customer service 'costs £15.3 billion a year'

Research conducted by Genesys Telecommunications indicates that customer attrition costs UK firms a combined £15.3 billion every year – a finding which may lead companies to assess the effectiveness of their business websites.

Genesys argues that firms must improve customer service levels if they wish to maximise the value of client relationships.

It claims that 73 per cent of service users have ended a relationship due to a poor consumer experience – highlighting the importance of looking at every small detail.

With the average value of each lost relationship estimated at £248 per year, firms cannot afford to maintain sub-standard web offerings, given that their online presence reflects upon their company brand.

Daniel Hong, lead analyst of customer interaction at Ovum, agreed that the cost of customer frustration continues to grow.

He stated: "The difference between delivering exceptional customer service and merely providing acceptable service is pronounced.

"Businesses in the UK should develop cohesive strategies that straddle all channels of customer communication."

Last month, advertising expert Fiona Blades told Marketing Donut that all promotional efforts, whether online or offline, should be closely monitored.

Written by Tim Dunton