The personal touch

Chris Robinson is CEO at Yonder Digital Group

There are certain companies that always seem to come out on top in customer satisfaction surveys, but what are the likes of John Lewis, M&S and Wilko getting so right?

Pricing matters of course, as does product quality, but what really swings it for people it seems is customer service.

When asked what makes the big difference, top of the list for today’s customers are agents knowing their details when they contact a company, fast response and effective resolution of issues, and multiple ways of getting in touch (Microsoft 2016 State of Global Customer Service Report).