Posted: 8th December 2014

Marks & Spencer complaints rise as online orders are delayed

Just as the ink had dried on press reports that Marks & Spencer have reduced complaints by 20% in 2014, the company hits the headlines due to a new flood of seasonal complaints.

The UK retailer is struggling with a backlog of orders dating back to Black Friday; standard deliveries are facing delays of up to 2 weeks, next-day deliveries are expected to arrive within three days and the next-day in-store collection option has been withdrawn entirely.

Unhappy customers have taken to social media to voice their grievances and few are in a forgiving mood. Quite simply, the brand promise of Marks and Spencer as the reliable and trusted high street mainstay has been broken. Shoppers aren’t interested in the reasons behind delayed orders – they simply expect the stock to be there as promised.

The recent jump in customer dissatisfaction has been matched by a consequent fall in today’s M & S share price. Companies who deliver great service shouldn’t be afraid to charge a premium, but in today’s retail landscape, budget challengers such as Aldi and Lidl are the ones making positive headlines.

To maintain brand image and renew customer trust, retailers like Marks and Spencer have to deliver the special care, quality and convenience customers have come to expect. The customer experience – whether it is in-store or on-line – needs to be seamless and exceptional regardless of how the customer choses to buy or how busy the company is.

In retail and beyond, customer experience has become the key differentiator. Whatever your starting point, the Maru/Syngro briefing paper How To Compete on Customer Experience can help guide your next steps to maintain and enhance your brand, proactively manage customer experience and profit from insight.

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