Last week, we reported on a major study from ICL of customer service functions. The results showed that this is a "hit and miss" area for most businesses (see i-FM, 22 March).

Now, the Independent on Sunday, citing exclusive access to new Institute of Directors research, says that telecoms companies are probably the worst offenders when it comes to looking after their customers. Less than 20% of those questioned considered loyalty to be important. 60% said they preferred to focus on finding new business.

The IoD suggests this is symptomatic of a highly dynamic market where emphasis is on the new. It also warns that such short-term strategy will ultimately lead to customers drifting away.
In most other business sectors, the view is very different. A MORI study published early this year found that the great majority of senior executives rate existing customers at the top of their list of concerns, with employees and potential customers not far behind. Relationships with suppliers and even journalists fall somewhere in the middle of the list, with the opinions of the local community rated at the bottom.

Ironically, the ICL study predicts that greater application of telecoms technology will lead to better customer servicing.

Elliott Chase