New research has revealed disparities in customer service experiences across the UK. The largest proportion of people receiving poor customer service is in Northern Ireland, while the highest percentage of consumers who’ve experienced ‘amazing’ customer service is from London.
The research, from Trustpilot, found inconsistencies in the levels of service standards received across the UK, as consumers increasingly value the ability to speak to a human over the ever-increasing availability of chatbots.
Nearly half (47 per cent) of consumers nationwide have had a poor customer service experience in the past year. In addition, one in six (15 per cent), equivalent to over eight million people, believe that customer service standards have declined during the same period.
However, regional variations exist. Those in London are most likely (73 per cent) to say that they’ve received ‘amazing’ customer service in the last year, followed by those in Wales (69 per cent), and the North West (64 per cent). On the other hand, those in Northern Ireland are most likely to have had a ‘poor’ customer service experience, with nearly seven in ten (69 per cent) reporting this, while Londoners are also likely to have received poor service (58 per cent).
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Regions most likely to have had an instance of ‘amazing’ customer service in the last year |
Regions most likely to have had an instance of ‘poor’ customer service in the last year |
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London (73 per cent) |
Northern Ireland (64 per cent) |
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Wales (69 per cent) |
London (58 per cent) |
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North West (64 per cent) |
Wales (52 per cent) |
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Northern Ireland (61 per cent) |
East Midlands (49 per cent) |
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North East (60 per cent) |
Scotland (48 per cent) |
Every customer interaction counts, as on average, it takes just 2.3 poor experiences for a customer to share their frustrations. With nearly nine in 10 (89 per cent) UK consumers saying that star ratings and reviews influence their choice of products and services**, with more than half (56 per cent) saying they wouldn’t buy from a brand that had a poor Trustpilot score (0, 1 or 2 stars)***, learning from customer reviews is imperative for businesses to grow and succeed.
The research also provided a range of elements that consumers value most highly when it comes to customer service, providing businesses with a clear roadmap for further success. Timely responses to queries (54 per cent) comes most highly favoured, followed by being able to speak to a human rather than a chatbot (51 per cent), and getting products or services on time (45 per cent).
Looking ahead, it’s clear that having a human touch is still king, with consumers pushing back against the ever-increasing use of chatbots within customer service. More than six in ten (61 per cent) say that being able to speak to a human rather than a chatbot is something they would like to see more of this year, while a quarter (26 per cent) would like to receive a more personalised service.
Consumers are also eager to receive quicker responses (35 per cent), consistent delivery updates (30 per cent), and to receive empathy and understanding from customer service agents (26 per cent). Just one in ten (10 per cent) said that they’d like to see an increased use of AI within customer service – a figure that jumps to one in six (16 per cent) of Gen Z and Millennials, and drops to just 7 per cent and 3 per cent among Gen X and Baby Boomers, respectively.
Kate Delaney, VP of Marketing at Trustpilot, said: “Customers are a critical part to any business, whatever the sector – if you don’t have a happy customer, you can’t grow a successful business. That’s why customer service is so key, and customers are ready to share their unique experiences via reviews, both positive and negative.
Our research reveals that UK service standards are inconsistent, with differences in the quality of service being offered across the UK. With this in mind, it’s time for businesses to take note and look to build back trust through human, empathetic, and communicative customer service. With varying degrees of service standards, it is important for businesses to listen and take action on feedback and improve their offering. The good news is that when businesses do get it right, customers notice — and that creates a powerful opportunity to build loyalty, advocacy, and long-term success.”
Commenting on this research, Ian Banks, CEO, Ventrica said: “The decline in customer experience noted by the Trustpilot survey reflects a wider trend: many brands are handing over customer interactions to AI agents. Klarna, for instance, recently replaced 700 of its service staff with AI, only to later regret the decision.
No matter how advanced technologies become, nothing can replace human connection and empathy. When customers reach out to brands with charged emotions about products or services that underdelivered, they expect to be met with sympathy and rapid solutions. Humans are needed to interpret this context and adapt.
Yet, offering a positive experience is also dependent on speed of delivery, and this is where AI can be transformational. With proper training, AI can help streamline service delivery. For example, it can improve customer service by summarising all interactions and touchpoints, enabling agents to quickly understand the full history of prior conversations. Ultimately, the future isn’t about replacing people with machines, but about AI and humans working together to deliver faster, more personalised service. Get that balance right, and brands can achieve both efficiency and empathy.”
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