Home & DIY stores worst for customer service
Customers only stay five minutes if staff are inattentive
Home & DIY stores have been rated the worst for customer service by UK shoppers.
When asked to rank the top five sectors that need to improve customer interaction, 40% of customers put Home & DIY at the top, followed by Grocery (36%), Electrical (35%), Department stores (30%) and health and beauty (23%).
The survey by customer engagement company Indyme found that potential customers only linger for five minutes before heading out of the shop if store staff are inattentive. It also revealed some differences between the genders. While both men and women ranked Home & DIY stores as the worst sector, female consumers believed the fashion sector was the second in line with 36% of the vote, while men chose the electrical sector (38%).
While both genders agreed that grocery stores (35% vs. 36%) were equally bad at delivering customer service in third place, further differences were revealed in the fourth and fifth ranked spots, with women ranking electrical stores (33%) and health and beauty (28%) as the final two sectors needing improvement, whereas men identified department stores (28%) and entertainment outlets (24%) as their bottom two.
The research also found that 70% of UK shoppers have walked out of an outlet due to a lack of assistance, with almost all of them leaving behind goods worth more than £20 and 40% leaving shopping worth more than £30. Of those that voted with their feet, 90% purchased from another outlet instead.
Terry Clancy, commercial director Western Europe at Indyme said. “Shoppers have an abundance of choice, not only on the high street, but also online – and they’re more demanding than ever. They don’t part with their cash lightly, so if they feel they’re getting poor value for money – and that includes customer service – they’ll simply go elsewhere.”
The research found that good service is a must for many shoppers with more than three quarters (78%) believing it to be an important element of their shopping experience. While a quarter of respondents insisted it is the most important factor.
Clancy added that, if a shopper abandons a purchase because of poor staff engagement, they are unlikely to give the store a second chance – and they frequently pass on their bad experience to friends and family.