Comment: Busy parents value a truly reliable service

My comment last week on the effect of a poor retail experience resonated with many people – not least the customer service department of the shop in question, which swiftly got in touch to apologise.

This week, it was the turn of an online company to fall short of basic service levels. First, it dispatched a different item to the one I had ordered. Then it refused to send a replacement until I had returned the original – despite my plea that the child’s costume in question was needed urgently for a school assembly.

This disappointing online experience highlighted one of the benefits of high street retail, where any exchange process would have been much more straightforward even in the unlikely event that I had left the shop with the wrong item.

But what unites these two shopping mishaps is that both were time-pressed episodes involving purchases for my children.

This Family Holidays Special Edition of Travel Weekly focuses on a market that remains the mainstay of many in the industry.

And the stories and features inside act as a reminder of the importance for parents not just of product and value but of good service and peace of mind.

Much as parents would love to spend hours researching and booking their holiday, many are so preoccupied juggling jobs and childcare that what they need most is a reliable and trusted source to help them.

Whether operating face-to-face, on the phone or online, the travel firms and agents that get their service and delivery right for this crucial demographic are the ones that will create lasting and loyal customers and advocates.