|23rd January 2003|
CONTACT CENTRES PUT CUSTOMER RELATIONSHIPS AT RISK WARNS STUDY
COMPANIES are risking damaging customer relationships through their contact centres, a study warns today.
Contact centre agents - being ordered to keep conversations short to meet call handling targets are leaving customers feeling rushed and confused, increasing the risk of losing them to competitors.
The danger, according to the report by Vocalis, lies in the paradox between companies setting objectives for their contact centres that focus on customer service and actually measuring their success on call handling statistics.
Vocalis' findings, detailed in the Voice of Business Report, show:
Paul Wright, CEO of Vocalis, said: "This paradox of stated aims and actual measuring criteria is unhelpful to the contact centre business. If the aim is to provide a high level of customer service then the focus for the contact centre operation should be on that and not just meeting call handling targets.
However there is no reason why, by focusing on the customer service aspect, the overall operation cannot be efficient and other measurement criteria used, in the form of more qualitative methods such as customer surveys on the service levels.
Wright continues: "A contact centre is now a prime tool for communicating the brand values of a business and inspiring customer loyalty. If customers feel they are not getting the quality of service they require and are not valued, they will move. They certainly wont recommend the business to others.
As a performance measure, shifting calls is typically sixteen times as important as delivering a good customer experience. So some call agents are being motivated to deliver volume rather than focus on customer service aspects."
Vocalis works with organisations to build their brands and businesses through their contact centres. Its Voice of Business Report, published in full in January 2003 examines a range of issues surrounding contact centres and how businesses can use them to build their brands to achieve commercial success.
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Vocalis works with organisations to create contact centre solutions that build the organisations business and brands. These solutions can turn your contact centre from a cost to a profit centre by ensuring it builds your brand, helps your business be more competitive, and increases customer loyalty through more effective and efficient service. Vocalis was formed in 1993, is publicly traded on FTSE Stock Market and has been listed since July 1996. Vocalis brings back the reassurance of the most personal human touch in business - putting voice to work.
The Vocalis Website is at
Email: [email protected]
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