One of the UK’s leading Mystery Shopping Companies ‘Retail Active’ has surveyed a panel of 2,382 people over the past three months to identify what shoppers think about the quality of service on the UK high street.
Retail Active conducts an annual survey to track the performance of customer service and reports a further decline in service compared to a year ago. More than half of High Street shoppers say customer service has worsened significantly across all sectors of high street retailing.
This major new survey by the mystery shopping company Retail Active says 73% per cent of shoppers polled think service in fashion retailing has worsened over the past year.
Eight out of ten mystery shoppers went on to say they would refuse to shop again at stores with poor service.
An astonishing seventy-four per cent said they were prepared to spend more in businesses where they receive great service.
Retail Active CEO, Julian Chamberlain said: “This remarkable survey has given us a highly revealing snapshot of the effect service has on the British buying public.
“Retailers are having to fight for every pound in tough conditions and just can’t afford to let standards of service slip. Mystery Shopping is an essential tool to help fight back and improve the service offered within the UK.
“One interesting aspect of the research is that 73 per cent said they do complain about bad service. This is the highest figure we have ever recorded and it shows shoppers are no longer prepared to suffer poor service in silence.
“More than a quarter, 28 per cent, of those polled said they complain more now than they did before the credit crunch hit!
“These findings will make essential reading for retailers. If they cut back on customer service and training, they do so at their peril. The figures show people are put off by rotten service and are taking their business to retailers who offer better service and value for money.
Julian Chamberlain said: “The survey shows that customers think the deterioration in service is due to lack of staff, poor training, staff being unhappy and de-motivated.
Retail Active is one of the UK’s leading Brand Audit and Mystery Shopper Companies. It sends out thousands of mystery shopper agents every year to monitor customer service standards for a wide variety of clients in the retail, leisure, automotive and travel sectors.
Further detailed information about the survey is available at www.retailactive.com
