A Europe-wide survey says it now takes twice as long to reach the front of a queue as it did in 2008.
Researchers in 24 countries were asked to join queues in a wide range of businesses and services, including banks, grocery stores, travel ticket offices and fast food outlets.
They reported back on the time taken to reach the front of the queue and the response they got from the member of staff.
Only half of staff could manage a smile when they got there.
The survey was organised by the European branch of the Mystery Shopping Providers Association and resulted in 2000 completed queue report forms – making it the largest survey of its kind.
Comparisons with previous surveys show that, on average, it takes just over ten minutes to reach the front of a queue – twice the time taken in 2008. It is believed this could indicate changes due to the recession could be having a real impact on customer service.
Julian Chamberlain is the managing director of Retail Active, one of Britain’s leading Mystery Shopping companies and an MSPA member.
He says: “This is a fascinating piece of research and demonstrates the value of Mystery Shopping in helping businesses to discover the way in which customers experience shopping in this country and in continental Europe.
“Retail Active’s experience in the UK fully supports the comments of MSPA President, Cristiani Oliveira, that the survey indicates that in difficult times for retailers, lowering standards may be having a detrimental effect on customer service. Mystery shopping is the only way organisations can measure how well or badly customers are being treated.”
The survey found:
• Post offices had the longest queues.
• Post offices had the most dissatisfied customers, closely followed by banks.
• Russia had, on average, the longest and slowest queues
• Only half of the serving staff could manage a smile – but Belgium and Ireland came top of the “Smiles league”.
• Clothing stores came top for best quality of service.
• The Bulgarian Passport Office had the slowest queue – taking six hours to process just 36 customers.
Julian Chamberlain added: “In terms of overall performance the UK came out well.
“Like everywhere else, people are having to spend longer standing in queues – but for satisfaction in the quality of customer service received, we came in the top five, along with Ireland, Spain, Sweden and the Netherlands.”
