A CBC News survey evaluating telephone-based customer service has ranked Sears Canada first in a field of 40.
The survey found that Sears HomeCentral's automated phone system was easy to navigate. The company's telephone queue was short and telephone operators were pleasant and helpful.
"It's important for a customer not to be given a runaround," said Ajit Khanna, Sears Canada vice-president. "If they call one phone number they don't have to do two or three operators before their call is handled."
Bruce Cran, president of the Consumers' Association of Canada, says consumers should be persistent.
(CBC)
The survey measured the number of call transfers and the operators' manner. Each company was called once during a weekday, once at night and once on a weekend. CBC researchers scored the companies out of 100. The survey found 12 of the 40 companies scored 80 per cent or better.
Scotiabank ranked second for its easy-to-use automated phone system. Operators were also knowledgeable, polite and friendly.
But the survey also found that some companies failed to offer timely service. CBC researchers waited more than half an hour in two of three test calls to Air Canada before connecting with an agent.
President's Choice Financial MasterCard ranks last
'A lot of people say they're so discouraged that they don't really want to follow through — they'd rather forget their complaint than pursue it.'—Bruce Cran, Consumers' Association of Canada
President's Choice Financial MasterCard finished last in the survey, owing to their automated phone system. One of three survey calls made by CBC researchers ended with the machine hanging up.
Bruce Cran, president of the Consumers' Association of Canada, said customers should be persistent and demand good service.
"A lot of people say they're so discouraged that they don't really want to follow through — they'd rather forget their complaint than pursue it," he said. "That's pretty sad I think."
The survey included among others Aliant, Fidelity Investments, TD Waterhouse, CBC, American Express, Telus and Chapters Indigo.
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