I somehow missed the first show, about the retail fashion stores, but watched the sofa show with interest. As you know, part of my work is to carry out exactly those projects to see what its actually like to be a customer. My clients are usually either tech brands or car manufacturers/dealerships.
It came as no surprise to me to hear that all the brands mentioned claimed that the customer experience was paramount, but it was plain to see that in reality they are not prepared to invest in proper training or even the kind of business intelligence (mystery shopping) shown in the programme.
I use hidden, body worn cameras to find out what really happens, but the brands balk at paying for my equipment, time and expertise. They prefer to go for the least expensive route which means they can tick the box marked 'mystery shopping programme initiated' and continue giving terrible customer service and claiming that current staff training is adequate.
I wonder if that now they were named and shamed on television, whether they now regret those decisions. Anyone from DFS, SCS, Furniture Village etc want to comment..? Presumably they would have preferred to have been the only ones seeing the footage (as happens in our projects) and taking the necessary steps to put it right.
But will things change for consumers..? Only when we complain enough and demand better customer service, and ultimately boycott companies who are not upto scratch.
http://www.astoncovert.com/
It came as no surprise to me to hear that all the brands mentioned claimed that the customer experience was paramount, but it was plain to see that in reality they are not prepared to invest in proper training or even the kind of business intelligence (mystery shopping) shown in the programme.
I use hidden, body worn cameras to find out what really happens, but the brands balk at paying for my equipment, time and expertise. They prefer to go for the least expensive route which means they can tick the box marked 'mystery shopping programme initiated' and continue giving terrible customer service and claiming that current staff training is adequate.
I wonder if that now they were named and shamed on television, whether they now regret those decisions. Anyone from DFS, SCS, Furniture Village etc want to comment..? Presumably they would have preferred to have been the only ones seeing the footage (as happens in our projects) and taking the necessary steps to put it right.
But will things change for consumers..? Only when we complain enough and demand better customer service, and ultimately boycott companies who are not upto scratch.
http://www.astoncovert.com/
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