Who cares wins survey results

The results of the 2004 'Who Cares Wins' survey in Skye and Lochalsh - a valuable business support programme funded by Skye and Lochalsh Enterprise (SALE) to encourage business excellence in customer service - will soon be made public. 

The results of the 'Who Cares Wins' Surveys 2004 will be presented by Julie MacLeod, director of MacLeod Research Associates at the 'Who Cares Wins' Customer Service Conference on 7th December to be held at Aros in Portree. 

The conference will be opened by William Roe, chairman of Highlands and Islands Enterprise, with the key speakers Nigel Barlow and Robert Crawford commenting on the survey findings. 

Nigel Barlow is director of Service Legends Ltd and has a reputation as one of the world's most dynamic business speakers.  Robert Crawford is director for the Institute of Customer Service across Scotland, Ireland and Northern Ireland and is regarded by many as the UK's leading customer service professional.

This year some 594 response cards were received from visitors between July and October 2004 commenting on 208 different businesses in the Skye and Lochalsh area - 12 per cent more businesses took part in the survey this year. 

One in five responses came from overseas visitors from locations such as Australia, Canada, Denmark, Hungary, Israel, New Zealand, Norway, South Africa and the USA reflecting the importance of the international tourist market to Skye and Lochalsh businesses.

Claire Campbell, a development manager at Skye and Lochalsh Enterprise said: "SALE is very encouraged by the number of businesses that participated in this years Who Cares Wins feedback survey.  This demonstrates that many businesses are keen to listen to their customers and recognise the business benefits of providing good levels of customer service."

Each of the businesses represented will soon receive a formal report giving valuable customer feedback from their own customers.  The individual reports will show businesses how they compare to other similar business providers in the area with regard to key aspects of customer service.

This year the initiative also included a large street survey which involved some 500 interviews at different locations across Skye and Lochalsh to canvass perceptions of customer service offered by local businesses.  The survey took place between July and September.

The street survey gave customers - both local residents and visitors to Skye and Lochalsh - the opportunity to pass comment on various aspects of customer service for businesses such as hotels, local shops, restaurants, tourist attractions and transport companies.  Businesses were rated on their helpfulness, knowledge, quality of products and services, efficiency and friendliness towards customers.

Collectively, both surveys represent the voice of over 1,000 customers commenting on over 250 different businesses across Skye and Lochalsh.  The surveys have uncovered and identified a number of customer service challenges for Skye and Lochalsh based businesses.  

Businesses attending the Who Cares Wins conference will be given the opportunity to develop a personalised customer service plan using the results of their own customer feedback and the wider challenges presented by the findings of the street survey.

Claire Campbell, who has already seen the detailed findings of both surveys added: "The surveys have helped us identify that although service levels are reasonably good in most cases, there are still many opportunities to improve and in particular, the most challenging aspect for businesses is to provide consistency in service.

"Customer service cannot be left to chance. Who Cares Wins aims to demonstrate to businesses the financial benefits of providing consistent high quality service.  The Conference will provide information and motivation to assist in the development of this aim and I would encourage as many people as possible to attend the day."

For further information about the survey results or to book a place on the Conference on 7th December please contact Claire Campbell at Skye and Lochalsh Enterprise on 01478 612841.