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Industry Research : White Lies Leave UK Companies in the Dark

#contactcenterworld, @MaxContact2, @realwire

A quarter of us don’t complain about poor service, over half give excuses to get company representatives off the phone, and nearly two-thirds say businesses get it wrong about how good their service is.

This "traditional British reserve" is undermining efforts to improve customer service – with many companies only learning about customers’ issues when they leave.

How many of us have told a waiter we were happy with an overcooked meal or said our broadband or banking services were fine just to get a company representative off the phone? Now a new survey has quantified what might be described as "traditional British reserve", and in doing so, revealed a huge dilemma for British businesses.

The survey of 1,000 consumers, carried out for Contact Centre Software provider MaxContact, found that nearly a quarter of UK consumers have told a brand they were happy with the service they received when they weren’t. At the same time, a whopping 61% believe that UK businesses think their service is better than it is.

The survey is evidence of a major challenge for businesses. Many consumers are unhappy with the service they receive, but a large number won’t complain to the brands concerned. In which case, companies only learn about a customer’s dissatisfaction when they lose their business. To make matters worse, well over half (55%) of all consumers make excuses to get off the phone with a company representative, giving businesses precious few opportunities to identify and rectify any issues a customer may have. Industries like energy, banking and telecoms are regulated to make consumer switching easy, making them especially vulnerable to the consequences of consumer reticence.

Perhaps counter-intuitively, the survey found that younger consumers were more reticent about complaining than older counterparts, with Generation Z 31% more likely to cover up their dissatisfaction than Baby Boomers.

Worryingly, dissatisfaction remains high across the board. More than a quarter of UK adults feel unhappy with their broadband provider more than three times each year, while 17% are unhappy three or more times a year with their bank. A fifth (20%) are unhappy three or more times a year with their utility provider.

MaxContact CEO Ben Booth said: "These are troubling findings for UK business because it means they aren’t being given the chance to solve a customer’s issue before they walk away, or to improve customer service more generally.

"Without customers telling us what we’re doing wrong, it’s difficult to know what we need to do better, but customers are reluctant to say. That might be because they don’t like confrontation, they don’t want to cause a scene, or they don’t want to have a drawn out conversation when they’re busy – I think we’ve all been there. But whatever the reason, that British reserve is hampering the attempts of many businesses to be better."

"It’s not the UK consumer’s job to tell you what your business is doing wrong, but if you’ve built a rapport and you’re asking for feedback in a way that requires minimal effort, your customers might be more willing to come forward," he says.

Ben suggests three ways that companies can encourage better feedback from customers:

  • Give customers more ways to complain. A customer might not feel comfortable complaining over the phone, but will happily text, WhatsApp or give honest feedback over a webchat.

  • Create and advertise a complaints channel. Customers sometimes feel guilty venting to a customer service agent, especially when they’re pulling out all the stops. They might be willing to use a specific complaints channel, especially if they know that the issue will quickly escalate to the right people.

  • Invest in the right tech. Using contact centre software with speech analytics is an effective way of identifying customer sentiment through tone and speech patterns, regardless of what they actually say. Monitor customer contact behaviour, analyse the dialogue and start to build a ‘formula’ to help you proactively address potential customer churn.

    #contactcenterworld, @MaxContact2, @realwire

About MaxContact:
Company LogoBuilt from the ground up by industry professionals, MaxContact is a contact centre provider with a range of integrated solutions including intelligent routing, business analytics, inbound, outbound, configuration, IVR automation, quality call recording , speech analytics, scripting and workforce management.
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About RealWire:
Company LogoRealWire is an online press release distribution service with over 20 years of experience.
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Today's Tip of the Day - Workforce Management Solutions

Read today's tip or listen to it on podcast.

Published: Friday, August 20, 2021

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2024 Buyers Guide IVR

 
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Premium Listing
Call Center Studio

Call Center Studio
Call Center Studio is the world’s first call center built on Google and is one of the most secure and stable systems with some of the industry’s best reporting. It is one of the most full-featured enterprise grade systems (with the most calling features, one of the best call distribution, outbound dialing features and integrations—including IVR, AI Speech Recognition, blended inbound/outbound calling and includes Google’s new Dialogflow and Speech API. Call Center Studio is the absolute easiest to use (with a 10 minute setup), and is the price performance leader with lower equipment cost and less setup time.


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Computer Data Services, LLC

VIRTUAL PBX
Get the benefits of an expensive, on-premise telephone system without the high price tag and annoying maintenance.

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eGain Corporation

eGain SmartIVR
eGain SmartIVR is an over-the-top solution to modernize IVR systems. Businesses can offer smartphone callers an easy choice to resolve queries via digital messaging and intelligent self-service. And they can optimize the IVR experience with end-to-end analytics.

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PEC Telecom

Virtual Phone Numbers (DID) and Business VoIP Phone Service
Whether a customer is running a Call Center business, an IVR system to take phone orders or a voice mail service bureau, he still needs inbound lines and access numbers (DIDs). These lines and DIDs give customers the ability to call in and use the service. Traditionally, these lines and DIDs were obtained through the local telephone company (i.e. Verizon, AT&T or Time Warner) and a company could only purchase numbers with area codes in the region the system resided. With VoIP, this has changed.

DID Live is an IP DID service that allows you to accept incoming calls via VoIP as an alternative to standard digital or analog lines. The service provides the same quality of sound you expect from...
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Pointel

Voice Self Service
Voice self-service can reduce cost and improve customer satisfaction. As with every system implementation, it is not the software, but the implementation that will define the success of the project. This also holds true for self-service implementations. Pointel follows a unique and proven process to implement voice self service. This process has been fine-tuned through years of experience implementing contact center and self-service applications. Pointel can design and develop solutions that will meet and exceed our client’s voice application needs. With several years of experience in Genesys GVP(Genesys Voice Platform) implementation and integration, Pointel can provide an integrated voice...
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Teckinfo Solutions Pvt. Ltd.

IVR Edge
IVR Edge is a high performance, robust and scalable ivr system that works on various leading hardware such as Dialogic, Keygoe and Synway etc. It can handle the simplest of simple to the most complex of requirements to when it come to creating an IVR. Integration with any 3rd party database, be it for banking, telecom, insurance, travel, payment gateway etc can be handled with ease. Ideally suited to create Hosted IVR and virtual patching solutions with scalabilities that can range from 4 to 128 E1’s per setup with voice recording and CDR functionality. Integration with leading text to speech (TTS) and speech recognition ASR engines add to the flexibility and functionality.
 

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