Pet Trade Beats British Average In Handling Calls

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Pet trade beats British average in handling calls
26th October 2015

By Karen Pickwick



Pet businesses fared better than some in a survey of how firms handle their phone calls.

But less than two-fifths of British consumers were actually happy with the way the pet trade dealt with calls, the new research revealed.

The study of 1,000 consumers, conducted for PH Media Group, discovered just 39% of respondents were pleased with the pet trade’s phone manner.

But despite the low score, the industry is still among the better performing sectors, beating the British average of 23%.

Dentists (52%) and hotels (50%) performed best, while the printing trade came out worst after earning the satisfaction of just 18% of respondents.

“Poor call handling is a constant bugbear for the British consumer but, despite this, it appears the pet trade has still not properly risen to the challenge of achieving best practice,” said Mark Williamson, sales and marketing director of PH Media Group.

“If only 39% of customers are pleased with the way their calls are being handled, this means there is an even larger number who have generated a negative perception through bad caller experience.

“There is perhaps a tendency among companies to focus their attention and budgets on visual marketing and internet presence but the telephone remains a crucial aspect of branding, marketing and sales.”

The research found female customers were happier, with 42% satisfied compared with 35% of men.

“The research appears to show the pet trade is doing a better job of relating to its female customers,” said Mark. “But regardless of the differences, satisfaction levels remain low across the board, so there is an onus on businesses to address this by improving overall caller experience.

“Responding to calls quicker or establishing a set practice for answering the phone both represent a good start but true best practice can be achieved by implementing tools such as on-hold marketing – bespoke voice and music messages that are played on hold – in order to establish top-class service and a congruent brand across all touchpoints with customers.”