IRISH CONSUMERS are increasingly willing to complain when dissatisfied, with 78 per cent saying they would be likely to complain if the level of customer service was poor, research published by the National Consumer Agency (NCA) yesterday has indicated.
While perceived wisdom suggests that consumers are more likely to tell others about bad customer service than good, a study carried out for the agency by Amárach Research found that 37 per cent of people will also tell others if they have a positive experience with a company when complaining.
It said that NCA chief executive Ann Fitzgerald said it showed that if businesses handled consumer complaints properly and effectively, customers would be willing to broadcast the good news.
“In the current economic climate many businesses are seeking cost-effective ways to differentiate themselves from their competitors,” she said. “One such way is to ensure that you have a proper complaints process in place and that your staff are properly versed in the principles of good customer service.”
She said looking after existing customers was “less costly than finding new business” and called on businesses “to encourage dissatisfied consumers to speak up”.
Those polled cited unhelpful staff as the main problem.
