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Internet service providers (ISPs) which fail to place an adequate focus on customer service risk losing custom, it has been reported.

According to broadband provider Eclipse, 92 per cent of British consumers would not risk doing repeat business with a company if they suffer a negative experience.

The ISP found that 73 per cent of respondents have faced poor customer service on five or more occasions in the last year, meaning some firms could be throwing profits away.

Clodagh Murphy, Director of Eclipse, said it is clear that UK consumers are becoming more and more demanding.

"Large shopping centres and the internet have meant customers have more choice than ever before so are willing to shop around. If they have a bad experience, they simply won't go back," she commented.

"Companies should be continuously looking into ways they can improve customer service."

Last year, Jo Causon of the Institute of Customer Service, said that the consumer experience is "the vital differentiator in business today".

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