Customer Service: The Good, The Really Good And The Downright Ugly

Published by Stephen Milward in Life · Thursday 08 Oct 2026 · 5 minutes
Tags: Customer, Service, Good, Customer, Service, Bad, Customer, Service, Customer, Experience, Customer, Satisfaction, Service, Quality, Customer, Support, Business, Communication, Customer, Feedback, Service, Improvement

I'm under extreme pressure right now, but the world of paperwork and household admin waits for no man. Time has to be found for it. Recently, I've experienced the issue of car paperwork. Usually, this is easy, but at this moment nothing is easy. So I need help, preferably from people who know what they are talking about, understand the problem and deal with it first time with sympathy, clarity and friendliness.

Doesn't happen that way all of the time though, does it?

I'm going to give my experience of three organisations I've dealt with recently, all car related. They are well known, with an enormous number of people having dealings with them everyday.

Here we go.

Driver And Vehicle Licensing Agency (D.V.L.A.) (i)

Because of our circumstances, taxing the car isn't as straightforward as going to the website and entering information. I needed to speak with a human - no chat bot nonsense. So I phoned the D.V.L.A. with my information to hand. Pretty much straight through to them, I was greeted with a very friendly voice. I explained my issues. The person took ownership of my situation, dealt with it in a professional manner and I finished the call with issues resolved and feeling much relieved. An excellent service.

Rating: 10/10

Saga Car Insurance (ii)

We've insured the car with Saga for years. They've always been good for customer service in our experience. I phoned them regarding amendments to our policy and was dealt with by a lady whose telephone manner was excellent, dealt with the issue and expressed sympathy for our situation. The only slight downsides were the delay getting our details on screen and the need to consult a colleague, which meant going on hold. Our issue was solved first time.

Rating: 8.5/10

And now, can I present to you:

The Automobile Association (AA) (iii)

We've been members of the AA for a while, primarily for their well-known roadside assistance. I recently received the renewal letter for my cover, which informed me that the new premium was an 84% increase over the existing premium. I had not called out the AA once in the previous year.

I went to the AA website to cancel my contract. I was unable to do so (hint: modern browsers don't allow javascript to run by default, you have to enable it). Their website is an utter disgrace. There is a section on the renewal letter named 'How do I cancel my contract?'. At the bottom of the section, in small type, is a phone number. The number, if anyone is minded to call them, is 0345 676 7772.

I called the AA. A man answered and I told him that I wanted to cancel the contract. 'Why?', said the hapless man. I told him. 'Oh, I can offer you the next year's cover at the same price as you are paying now'. I didn't detect the slightest humorous tone in his voice, he actually meant it. I told him to cancel, sparing the man the obvious question, a question so obvious that I won't write it here. There's a 30 day clause, so I'm still with the AA for the next few weeks, like it or not.

Their customer service is unacceptable, certainly to me. Bye AA, we won't meet again.

Rating: 1/10 (I'm being generous).

The difference between companies is the quality of the customer service experience. If they get it right, a positive reputation is created and frankly, they make more money. Get it wrong and they go out of business (hopefully). Companies should recognise that fundamental fact and treat their customers as people, not numbers.

On that thought, I want to make you aware of a company that, in my view, have set the standard of customer service, product quality and personal care. I present:

Pinders Opticians (iv)

Denise and I have had eye issues for ever. Short and long sight, cataracts, glasses and contact lenses..... and we've used a variety of opticians on the high street. We have had both good and bad experiences, until we moved to Pinders.

Pinders have a business with customer care at it's core. Not only do they have all the necessary facilities one might expect, they have outstanding staff in every area, with a truly personal experience. Their communications are second to none. They don't pretend to care, they really do. They have a really good website that shows the quality and professionalism of the services they offer.

I can't recommend Pinders highly enough. If you seek excellence, you'll find it at Pinders.

Rating: 10/10.

(i) Wikipedia: Driver And Vehicle Licensing Agency

(ii) Wikipedia: Saga plc

(iii) Wikipedia: The AA

(iv) Pinders Opticians