A survey has revealed that an overwhelming majority of Brits have a negative perception of call centres.

90% surveyed by Aquarium Software admitted they expect to be sold something when answering a call from a centre even though that makes up just one quarter of calls made in the industry.

“These results are worrying,” according to managing director of Aquarium Software, Ed Shropshire, who believes a large factor in positively changing public opinion is adapting to modern technology.

“Only the right software can allow contact centres to interact with customers in a way they find acceptable,” added Mr Shropshire, explaining that “if a customer is asking you a question via Twitter, a reply via phone call is unlikely to be appreciated.”

Making use of these ‘omnichannel systems’ lets consumers contact on their terms, giving companies a stronger reputation.

“There are always going to be a small minority who do engage in unsolicited selling,” but says that the future of the industry will be led by those who are willing to offer more ways to communicate, which will help “show the public that contact centres are a valuable and worthwhile resource.”