Are you being served properly?

This is the often substantial gap between what is promised on service and what is delivered. Do not pretend to offer, full, bespoke service with 24 hour individual attention if you're only interested in low cost, online business in bulk. I had a very pleasant lunch recently with senior executives from an investment provider. During the conversation, one said: "We are available 24/7". "Really", I said, "so if I call you tomorrow at 3 am you will be there?" Silence. I did not blame them for this - it was an off-the-cuff remark all too often heard these days, but it reminded me that it has become common in servicing terms to promise more than can be delivered. Phrases such as: "always there" and "guaranteed 24 hour turnaround" and the like need to be treated with care and not thrown about like confetti.

Far better to make a modest promise and keep it than an exaggerated one which has no chance of being delivered. Given all this, it is no surprise that many of the companies which have fared badly in the Service Awards are no longer around. There is no doubt in my mind that poor service can kill a good company.

I recently ordered some software from a major online retailer. It was out of stock initially but back in stock after a few days with the promise of next-day delivery and so I ordered and waited for my delivery. A few days later nothing had arrived despite the retailer's online system still claiming the software was in stock. I rang up to find out where the delivery was only to be told the system was wrong and the item would not be in stock for at least two weeks. In the meantime, the retailer had already charged my credit card for an item it did not have in stock. I was not best pleased and shared with them my concerns about a so-called online delivery tracking system which gives false information.

Needless to say, I have decided to never use the company again. This is not logical on my part as they may offer competitive prices in future but, when it comes to service consumers such as myself are often not logical but act emotionally. IFAs are the same and will go miles to avoid a provider who has let them down just once. In these days of sometimes flaky service standards, false promises and unrealistic expectations, the Service Awards matter more than ever. If you are an IFA and care about good service make sure you use your vote.

Kevin O'Donnell is a financial journalist and commentator