Call centres ‘must make service their priority’
More attention is being paid to customer satisfaction by making good service a priority, rather than answering and ending the largest number of calls in the quickest and cheapest way possible.
This year, 75% of contact centres are including customer satisfaction as part of their strategy as they realise that loyal and happy customers have a commercial benefit, says the report.
Last year the focus was far more on cost cutting and head count targets rather than quality and process improvements.
“The objective of the contact centre must be to drive customer satis- faction and to retain profitable customers,” says Paul Scott of Didata’s customer interactive solutions division.
“Contact centres must look at their service levels and their customer base to determine the most effective and efficient ways to both satisfy and retain customers.”
Progress in enhancing the customer experience is being achieved as an average of 82% of enquiries are now resolved in the first call, up from 71% last year.
The average answering speed has also improved by six seconds, from 28 to 22 seconds this year.
A call centre must be able to identify customers immediately and also provide security checks to prevent fraud, says Scott.
Inet-Bridge
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