Facilities managers running help desks or trying to become more customer focused might be interested in the results of research commissioned by ICL and marketing communications agency Evans Hunt Scott on consumer customer service.

BT, Tesco, M&S, Sainsbury, Asda and BG (British Gas) have been identified as both customer service ‘heroes’ and ‘villains’ by 1,000 respondents to ‘21st Century Customers ...

The research explored customer attitudes to customer service providers and identified what makes good and bad customer service. It also identified the impact of technology on channels and service provision.

The top five sectors with a reputation for delivering good customer service were identified as financial services (banks and building societies), then food and drink retailers, department and variety stores, utilities and telecoms.

The research also found that customer relations often seems to be ‘hit and miss’, with companies finding it difficult to offer consistently satisfactory levels of service. While customers will review a relationship if service consistently falls below acceptable levels, the occasional example of poor service is acceptable, as long as there is a good recovery strategy. And what makes for good customer service for one customer may not be appreciated by another.

Yvette Asscher, marketing manager for ICL’s CRM business, says: "Out of the 400 UK companies named, the majority of the top 10 who were seen as ‘heroes’ were also identified as ‘villains’, testimony to the fact that service delivery can be inconsistent, particularly when large numbers of service staff are involved."

Respondents identified that the more successful companies will be those who can use technology to simulate a more personal form of service. The use of minicams, virtual reality, ‘smart’ computers that can carry out sensible dialogues and even have ‘emotions’ were all identified as ways in which service at a distance can be given a more personal feel.

In the future, use of technology to help customers feel that they remain in control, as well as better use of individual customer data, increased choice of channel and more user-friendly technology will all contribute to good customer service.