Less than half (40 per cent) of consumers find that small businesses offer a more personalised customer service experience than their larger corporate counterparts, according to FM Outsource’s new report, Small Business Customer Service In 2023: A Missed Opportunity?
The research, which investigated whether small businesses are meeting customer expectations, found that the majority of consumers (60 per cent) feel that larger businesses offer a higher quality of customer service across a range of key areas in which smaller enterprises should have a natural advantage.
Perhaps unsurprisingly, given their comparative restraints on resources, only 40 per cent of respondents think that small businesses resolve their complaints quicker than larger businesses.
But just 39 per cent of people said that small businesses seem to care more, despite challenges such as the cost-of-living crisis impacting earnings.
Additionally, only 37 per cent said they believe small businesses are more likely to go the extra mile to resolve an issue, and less than a third (32 per cent) said they are more flexible when coming to an agreement on a problem.
Martin Brown, CCO at FM Outsource, commented: “While larger businesses typically have the advantage of greater resources to invest in their customer service, smaller businesses should – in theory – have their own advantage in being able to offer a more flexible, personalised service to their customers. The research shows that unfortunately many are failing to do this and may be experiencing negative consequences as a result.”
The research also revealed the business implications of substandard customer service with just (41 per cent) saying they would be equally as likely to leave a negative review for both small and larger businesses following a poor customer service experience.
Martin continued: “The research really emphasises that small businesses cannot afford to rest on their laurels when it comes to customer service. Consumer expectations are continually increasing and it’s clear that there is a real risk of small businesses suffering negative online reviews, and an associated loss of custom, if they fail to meet those expectations.
“What can really set a brand apart from its competitors is the way it treats and communicates with its customers. Excellent customer service is vital for every brand and, yet, at a time when it should be most prioritised, it’s falling short. Outstanding customer service can be realistically provided by businesses at both ends of the scale, but only if they view it as a priority and not an afterthought.”
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