KEY POINTS:
Older males are less likely to be satisfied with levels of customer service than women and those under 30.
The first annual Kiwihost/JRA Perceptions of Customer Service in NZ survey found only 33 per cent of respondents were satisfied with the level of customer service they currently receive.
The remaining 67 per cent of respondents indicated they were dissatisfied with customer service levels, or had neutral feelings on the issue.
And questions about businesses in key industries showed telecommunications companies lagging well behind other industry sectors in the customer satisfaction stakes.
KiwiHost, New Zealand's largest provider of customer experience management programmes, combined with JRA (NZ) Ltd, New Zealand's leading provider of stakeholder surveys and analysis, to undertake the customer survey.
Kiwihost managing director, Simon Nikoloff, said it was imperative for businesses to set a yardstick against which they could measure their effectiveness.
"We believe it is vitally important for businesses and the public to have an accurate understanding of what modern kiwi customers value," he said.
Survey responses came from throughout the country and encapsulated a wide sample of customers, age and demographic.
The data revealed some interesting trends in the way men and women perceive customer service and showed that age demographic was also integral to customers' perception of service standards.
Women were more likely to be satisfied than their male counterparts, with 34 per cent saying they were satisfied with the level of customer service they experience, compared to only 27 per cent of males.
JRA managing director, John Robertson, said older respondents to the survey tended to be less satisfied with levels of customer service.
"When we split the data into two key age categories - under 30 versus over 30, what stood out was the under 30 age group are definitely more positive than the over 30s."
The survey identified three key issues which would help ensure customer satisfaction:
* A willingness to help
* The ability to listen and understand the customer's needs
* A willingness to take responsibility and ensure those needs are met
A wide range of businesses were mentioned by respondents to the survey, with some key industries consistently mentioned for both positive and negative comment.
In general, retailers came out on top with 42.1 per cent of customers mentioning a retail store when asked to name a business providing great customer service.
The telecommunications sector fared less well, with 20 per cent of respondents providing negative feedback.
Mr Robertson said the message for New Zealand business was clear.
"Our research certainly points to a big gap between what customers want from service providers in New Zealand - both in the public and private sectors - and what they are getting.
"Those organisations which focus on ensuring they are meeting the needs of their customers stand to differentiate themselves from everybody else. This ensures higher customer retention, an increasing customer base and, of course, better bottom-line performance."
- NZ HERALD STAFF
