Just four in 10 UK businesses use customer service as a way to increase loyalty and improve sales, according to a survey of call centre staff.

The poll by KANA Software involving members of the UK Contact Centre Association (CCA) shows just 39.6 per cent of respondents thought their senior management linked customer service and revenue.

The research covered industries from retail to financial services and local government and found that one in five organisations thought there was little or no focus on customer service at all.

Conversely, only 41.5 per cent thought senior managers cared about losing money because of poor service.

“Unfortunately, the contact centre is often seen as an operational expense and nothing more,” says Steven Thurlow, head of worldwide product strategy for KANA.

“Often, senior management will review functional aspects, such as speed of handling times and resolution times. This approach is unlikely to drive further investment and instead maintains a focus on efficiency above all else.”