What is the impact of the consumer revolution

Research current, 225, 31st year, 02.09.2010

"The customer is no longer king!"

Citizens are dissatisfied with services

Good service is the most important competitive factor in retail. However, many companies and service providers in Germany cannot offer this. Only one in four Germans (27%) believes that the saying “The customer is king” is still true today. This is the result of a current study by the BAT Foundation for Future Issues, in which a representative survey of 2,000 people aged 14 and over in Germany was interviewed.

Professor Dr. Ulrich Reinhardt sees two main reasons for the low service orientation: “With the growing prosperity of our society, the demands have also increased. What was not expected 20 years ago is almost taken for granted today. In addition, it should not be forgotten that the service sector is often poorly paid. The willingness and motivation of the employees to deal with the subject of 'service' under these circumstances and to present themselves in a friendly and courteous manner at all times falls by the wayside. "

The customer is no longer king

Citizens are dissatisfied with services

Out of every 100 respondents have the feeling that the sentence "The customer is king" still applies today:

  
All respondents27
Women27
Men27
15 - 34 years24
35 - 54 years25
55 years and more30

"I will not accept that!"
Three quarters of Germans do not tolerate unfriendly staff

Dissatisfied customers are shown consistently: If they are served unfriendly or badly advised, the majority of Germans leave the shop (75%). Within the population, it is particularly the middle generation between the ages of 35 and 54 who walk (82%). For Reinhardt, these results are also socially determined: “In Germany it is common to perceive the negative rather than the positive. If the service is available to full satisfaction, this is seen as normal. If, on the other hand, something goes wrong, the consequences are quickly drawn or generalized. "

I will not accept that!

Three quarters of citizens do not accept bad service

Out of every 100 respondents leave the shop if they are served in an unfriendly manner:

  
All respondents75
Women77
Men73
15 - 34 years71
35 - 54 years82
55 years and more73

Conclusion: in the future, the big ones won't take over the small ones,
but the friendly the unfriendly

The globalization of the economy has many positive effects for the consumer: The quality of comparable articles and goods hardly differs from one another, availability is guaranteed either immediately or within 24 hours at the latest, and prices are also largely transparent. Good service therefore often decides where the customer buys. The claim “I only do my job” will no longer be sufficient in any area with direct customer contact. The consumer expects service and attention, friendliness and competence. Knowing about these customer requests is important, and fulfilling them is crucial if you want to continue to greet satisfied customers and guests tomorrow.