Why aren’t we being served? [The Daily Telegraph]

Service in British shops is among the worst in Europe. But, says Clare Coulson in the Daily Telegraph, we shouldn’t have to put up with it. […]

Paul Bennett, head of consumer experience at IDEO – a design consultancy – says that good customer service isn’t rocket science.

“Like most shoppers, I just want to feel listened to, but I also want to feel in control,” he says. “I want the shop assistants to be informed and be able to answer my questions. That’s all.”

Excellent service, he adds, generates a word-of-mouth effect, which is something that a lot of shops seem to forget. Happy customers become zealous brand advocates, which is the kind of advertising that money can’t buy.

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