by business editor Trevor Sturgess

Churchill, the dog that says “oh yes!”, has narrowly missed out on being voted top ambassador for customer service.

In a poll of experts carried out ahead of the ninth annual National Customer Service Week, which starts today, the nodding canine star of TV adverts came third behind first-placed Virgin’s Sir Richard Branson and runner-up Amazon’s Jeff Bezos.

The Institute of Customer Service survey of experts found that the symbol of Bromley-based Churchill Insurance represented good customer service.

The poll findings were published in the same week that Active Business Creation (ABC), a group of entrepreneurs who meet regularly in Medway, hosts a breakfast seminar called “Profit from Customer Care.”

Robert Brown and David DiCara, founders of The Customer Care Clinic, will spell out how businesses can profit from caring for their customers.

Research shows that around 90 per cent of customers are likely to tell others about a bad customer experience, but satisfied customers also tell other people, therefore generating new business.

Companies with a reputation for service excellence and committed frontline staff are said to have a 24 per cent higher net profit margin than rivals who do not enjoy similar standing, and can achieve 71 per cent more profit per employee.

Around 1,500 organisations have registered for the week, including Knauf Drywall of Ridham Dock, Kemsley, near Sittingbourne.

Jo Causon, the Institute of Customer Service chief executive, says it is no coincidence that Sir Richard Branson and Jeff Bezos topped the poll.

“They are both renowned for high service standards in their fields,” she says. “Sir Richard is often prepared to take the customer’s side, while Jeff Bezos broke the mould with Amazon, by developing the blueprint for effective, personalised, online customer service.

“And our latest research of 25,000 consumers saw Churchill achieve a world class score for customer satisfaction, so perhaps Churchill the dog symbolises a company which puts good customer service at its heart.”

More information at www.nationalcustomerserviceweek.com. Bookings for the ABC event on Wednesday (Oct 7) from 7am to 9.30am at the Holiday Inn, Rochester, to Chris Turner on 01634 231465, or email Chris Verbiest of Verbo Computers, Northfleet, at mailto:cj@verbo.co.uk?subject=Meeting%207th%20October