| By :
Martin Hofschroer
British consumers have longer relationships with businesses that provide good customer service. Research by Marks & Spencer (M&S) Money revealed that companies which constantly improve customer service can look forward to many years of consumer loyalty. M&S Money discovered that six out of ten people claimed that good customer service is the main reason they stay loyal to a business and over half cite reliability and good value for money. The financial arm of the major retailer found that the average British consumer has a seven year relationship with professionals, which can increase to 20 years depending on customer service. Bank customers stay with the same institution for an average time period of 14 years and 6 months, while the average patient visits the same doctor for 12 years and 10 months. Dentists, insurance brokers and butchers also enjoyed long-term associations with their customers with each professional experiencing an average relationship in excess of six years. Chief executive of M&S Money Colin Kersley said businesses that improve customer service generate trust which strengthens the relationship between them and their consumers. He said: "Consumers will evidently stick with businesses and people who deliver great service and look after their customers. Most people can name someone they trust completely, whether cutting their hair, managing their money, decorating their house or fixing their car. "People clearly feel strongly about good customer service, reliability and trustworthiness as these are reasons why they stay loyal for so long." The survey also found that business loyalty depended on the gender and location of customers as women were more likely to persist with a company compared to men and consumers in the north of England were least devoted to firms. Men stay with their main bank for 14 years, while women preserve for longer with an average relationship of 15 years. First Direct can expect to experience longer customer relationship after it topped the most recent Which? bank consumer satisfaction survey. The consumer magazine said: "It's success is down to the staff who, customers tell us, are always quick to deal with queries and act cordially." Halifax and Bank of Scotland will need to improve customer service as they finished bottom of the poll. Santander found that British people are more loyal to their current account than their partner as the longest relationship a Briton has with a loved one lasts just over 14 years but we remain an item with our current accounts for 16 and a half years.
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