Customer service specialist KANA finds 30% of consumers are experiencing a decline in loyalty to retail brands in past 5 years.

A poll of 2,000 consumers commissioned by KANA finds that 30% of those surveyed have become less loyal to retail brands in the past five years.

A quarter of those surveyed identified poor service as the cause of their decreased loyalty. The research outlines how in multiple cases shoppers had to repeat their complaint to different people within the same organisation.

48% spoke out about having to repeat information from their last complaint with a retailer.

Only 30% of younger customers had their issue resolved after one interaction. While 64% of complainants over the age of 65 felt satisfied after their first contact.

  

“The need for repetition shows not only poor management of customer data, channels and context, but more fundamentally a lack of ownership of the consumer’s problem and lack of appreciation for their effort levels.”

- Steven Thurlow Head of worldwide product strategy for KANA

KANA, in other studies, has found web-based chat, email and face-to-face as the most popular choices for customer engagement with the preference varying between age groups.