Service levels in the security industry are good to high, reveals a survey of more than 1,000 CCTV and Intruder customers for Gardiner Security.
Overall service levels in the security industry are good to high, with improvements in a number of elements, reveals a third party survey of more than 1,000 CCTV and Intruder customers carried out on behalf of Gardiner Security, the latest in an annual assessment of leading distributors. Based on a postal survey of 500 customers and 25 in-depth telephone interviews with larger customers from both sectors in the second quarter of this year, the results show that levels of satisfaction are particularly high in a number of areas. These include ordering processing; delivery; contactability of sales and branch personnel; pricing; and terms. However, the picture is not entirely rosy, with mean results for the five leading distributors covered by the survey showing general need for improvement in certain common areas. Feedback on stock availability and technical support was mixed, while that on areas such as the returns process and product marketing were more negative. Views on the returns process varied enormously, with no one distributor significantly better than their competitors . While the general consensus was that the process had improved slightly, the time taken to collect and repair faulty goods was considered far too long. The ideal would be turn round most returns in a week. The main improvements by Gardiner in its CCTV business were a continuation of those recorded in 2000 ? higher stock levels (23 per cent of total responses), better delivery times (17 per cent), more helpful staff (13 per cent) and better, more competitive prices (10 per cent). Particularly interesting is how the two sectors (CCTV and Intruder) compare in how they rate the relative importance of individual aspects of service. Of 12 key aspects surveyed, pricing came top for CCTV products among 64pc of respondents, followed by stock availability (58pc), good technical advice (52pc), speed of delivery (57pc) and the helpfulness of staff (51pc). With intruder products, on the other hand, stock availability is far and away the principal concern for customers at 73pc, followed some way behind by pricing (61pc), speed of delivery and the helpfulness of staff. Clearly there is a strong common theme running through the top rated service aspects for both CCTV and Intruder markets. As for the provision of new services, interest in the internet and e-commerce varies, with some customers very keen but many others preferring the more personal approach of phone or fax. Compared to other surveys in similar markets, the relative acceptance of the net is relatively low. The strongest support for additional services was reserved for CCTV training courses (deemed very useful by nearly 39pc), CD or video based training (32pc), own logo products (31pc) and extended warranties (almost 26pc). The importance that Gardiner Security places on the survey results is confirmed by James Somerville Smith, Marketing Director of Gardiner Group. ?The service that we provide to our customers is core to our business. Already voted 2001 Distributor of the Year, Gardiner Security will therefore take full account of the survey results in the coming months and will use these to focus the continuous improvement actions that we put in place each year.?
