Customers want to TALK to you! - Verbatim Call Centres - ContactCenterWorld.com Blog
At Verbatim we have bucked industry trends with long serving staff and high retention rates. In an industry with higher than average employee turnover, it’s even more important to invest in our people to help retain knowledge, skills and experience.
Research shows – The majority (64.8%) of non-food retail customers prefer to interact with customer service departments via one channel; the telephone.
Whilst just 1.5% of customers admit to using 4 channels to get their issue resolved.
Interestingly, where customers use more than two channels, their level of customer satisfaction decreases significantly. Where customers are able to use just two channels, customer satisfaction levels are fairly static at around 81%. But when a third or fourth channel is used, satisfaction decreases to 75% (3 channels) and 72% (4 channels). This fact appears to be unique to the retail sector, and could be explained through a lack of response on a primary channel. For example in today’s real time world, a 24 hour response time to an email is no longer deemed acceptable. In many cases customers will turn to social media to vent their frustration and seek quicker and timelier responses.
The challenge for retail customer service managers is to ensure that whichever contact channel a customer uses, the overall customer experience is the same. It’s equally important to understand the reasons why customers utilise the channels they do. Perhaps unsurprisingly it’s 18-24 year olds who are the biggest users of social media as a contact channel, whilst older generations continue to use telephony as their primary contact channel. It is important to measure key metrics and call outcomes across each channel, in order to identify trends and patterns in the way consumers use contact channels.
The human factor – When customers are asked what they want from contact centres, six of the top seven responses can be grouped as human factors, meaning the way in which a customer service advisor handles an interaction –
- Delivering on promises
- Being helpful
These are all traits that customers expect in a customer service advisor.
This research therefore highlights the fact that employee engagement** training, and people development are all fundamental components of a successful customer service strategy.
Source: Institute of Customer Service Customer satisfaction index.
**In a staff engagement survey conducted by people essentials we (Verbatim Call Answering Service) scored 80%+ for engagement vs a UK average of 49%
Publish Date: February 14, 2016 5:00 AM
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