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Gold Medal hails rise in customer satisfaction

Trade supplier Gold Medal has recorded improved customer satisfaction levels during the year to May, during which it was acquired by dnata from Thomas Cook.

The independent operator has focused on improving customer satisfaction levels and these are reflected by its latest Institute of Customer Service (ICS) rating.

The company initially put itself forward for scrutiny by the ICS in December 2012 to see how 200 independent agent partners rated its service and what it could improve.

Its first result, in May 2013, was a 76.7% customer-satisfaction rating.

The latest result, taken from a survey last May, was a 87.2% rating.

Robin Parry, Gold Medal marketing product and commercial director, said: “We chose the ICS to assist us with this insight as they have a strong track record in providing relevant, reliable and authoritative information, benchmarking and knowledge.

“It was a brave decision to put ourselves up for scrutiny but the improvement in satisfaction among agents proves it has been worth it.”

Parry said the survey had helped the company to communicate better with agents and improved its general reputation.

“One area that was highlighted as needing improvement was the speed of quotes, so we are working on training and developing our staff in this regard,” he said.

ICS recently released its customer satisfaction results for direct-to-consumer brands, which showed tourism ranked third of all sectors, with six individual travel organisations named in the top 50.

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