UK retailers, racing to meet shoppers’ growing demands for convenience, are doubling down on extending customer service hours, the latest research from customer engagement solutions provider, CM.com, reveals.

In an audit of customer service performance across 25 of the UK’s top retailers, its data showed that the proportion of brands offering 24/7 customer service support has doubled since 2022, growing from 14% to 28%. For those not yet offering full round-the-clock support, 80% now offer customer services outside of traditional working hours.

“Consumers are used to getting what they want ‘on demand’ and expect immediacy and convenience in everything that they do,” said James Mathews, Country Manager UK&I at CM.com.

“Many UK shoppers now view 24-hour or extended customer support as standard, so retailers can’t afford to restrict service hours. Just because someone isn’t in a physical store doesn’t mean they aren’t thinking about their order or query.” 

James Mathews, Country Manager UK&I, CM.com

Retailers move ‘always on’ models

It’s not just customer service teams that are moving towards a more ‘always on’ approach.

Last week, Boots announced it would extend the hours of its on-demand delivery service up to midnight. The move aims to make it easier and more convenient for customers to access health and beauty products when they need them. Shoppers can now make late-night orders on Uber Eats and Deliveroo across almost 10,000 Boots products, delivered in as little as 20 minutes. 

“Our customers’ lives don’t stop at 6pm, and neither should their access to essentials,” said Paula Bobbett, Chief Digital Officer at Boots. “By extending our instant delivery hours, we’re giving customers more flexibility and convenience when they need it most.” 

Open but unanswered?

However, despite brands moving to expand their contactable hours, many UK retailers are still falling short when it comes to responding to those customer service enquiries. CM.com’s research suggests one in ten (8%) of queries are being left unanswered and half of those unanswered enquiries are submitted via Instagram, indicating that social channels could be a weak spot in service delivery efforts.

“At a time when retailers are fighting challenging economic conditions, providing exemplary customer service experiences can make all the difference,” Mathews added. “Brands that proactively embrace technology like chatbots and messaging platforms alongside real human service not only boost their responsiveness but also foster customer loyalty.”