onsumers take customer Which? Magazine
care into their own hands (http://www.which.co.uk/ ) has
been campaigning for consumers'
It was reported in ‘Marketing' rights since 1957, though with
magazine this month, that Britain the advent of the World Wide Web,
is becoming a "disaffected other companies have also been
nation", with each adult capitalising on consumer
apparently making an average of frustration. Since the late
12 complaints to service 1990s, a new breed of consumer
providers each year, based on a champion websites has emerged,
"Service in Britain" survey by including uSwitch, moneynet (
ASR (Andrew Smith Research). In http://www.moneynet.co.uk/ ),
response to the rise of the moneyfacts
‘assertive consumer', brands (http://www.moneyfacts.co.uk/ )
are endeavouring to make sure and the motley fool. These
‘good customer service' is a websites offer free subscriptions
recognisable characteristic in to financial product information,
the form of testimonials, providing comprehensive and
efficient call centre responses impartial cost comparisons.
and empowering staff throughout Consumers can search on a variety
the company to resolve problems. of criteria, so they always get
Most complaints were about power, the best quote for their
utility or postal services at particular circumstances. In
42%, followed by supermarkets, addition to an increased uptake
telephone providers, TV or ISP in using search engines to
providers and banks. Insurance research products and companies,
companies were also in the top 10 consumers are increasingly
with 21% of the articulate utilising these comparison
disaffected nation. websites to ensure they get the
best deal. Websites such as
Kelkoo ( http://www.kelkoo.co.uk/ penetration increases and
) and Ciao ( websites offer an increasingly
http://www.ciao.co.uk/ ) also sophisticated range of services,
provide the consumer with tools companies will be less worried
to make a wise purchase decision, about bit rates and more
incorporating reviews from concerned about bite rates as
registered users to encourage word-of-mouth whips its way
trust in the site. Amazon and through e-mails.
eBay ( http://www.ebay.co.uk/ )
are now household names because Whilst certain companies may
they have established online still be slow to react to
communities of trust and their customer concerns, market
loyal supporters bring new monopolies are gradually being
customers. disbanded as consumers embrace
new ways of shopping.
The disaffected nation is
becoming an increasingly IT Further information:
literate force, with its soldiers http://www.andrewsmithresearch.co
equipped with e-mail addresses, .uk/index.php?f=data_our_services
online bank accounts and &a=1
familiarity with a range of
online retailers. As broadband
About the Author:
Rachel works hard for a media company in Edinburgh, as well as occasionally ranting for the personal finance blog http://cashzilla.blogspot.com/. Rachel's favourite drink is Guinness.
Read more articles by:
Rich Green
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