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Study

Contact Centres Need to ‘Communicate With Customers’

 840 299 Jack Wynn
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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.”

‘Your call is valued’ most annoying queue time feature, Which? reveals…

 800 450 Jack Wynn
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A new study of 2,260 Which? members found that being told ‘your call is valued’ was the most annoying feature when waiting in a queue for an operator to answer (47 per cent); followed by being directed to the company’s website (28 per cent) and apologies for all operators being busy (11 per cent).

Regarding sounds played over the phone whilst waiting, an engaged tone (29 per cent) topped the list; closely followed by rock music (22 per cent) and background music with no specific tune (21 per cent). Almost half (48 per cent) branded classical music as the most ‘soothing’. 

When members were asked about the most useful features to hear, 33 per cent cited being told how long you have to wait; 32 per cent said where you are in the queue; and 30 per cent stated the offer of being called back if you leave your number.

Richard Headland of Which? commented: “Waiting on hold is a waste of time, but some organisations make the experience needlessly annoying through objectionable messages and music. If these drive you round the bend, vote with your feet and take your custom elsewhere. The best companies know the value of answering your call quickly.”

The study did acknowledge companies that are ‘leading the way’ in improving customer experience, with members claiming that Aviva allows you to choose your hold music, Screwfix tells you your place in the queue and Amazon calls you for free after placing a request via their website.

In contrast, HM Revenue & Customs (HMRC) were singled out for criticism by some Which? members for not giving information on your place in the queue and being encouraged to visit their website. 

Modern ‘consumer-like’ software tools make happier customer service agents…

 800 450 Jack Wynn
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A new study conducted by Aspect Software – an industry leader in providing fully-integrated consumer engagement and workforce optimisation solutions – has determined that a more desirable software user interface can greatly improve agent performance.

In association with Pelorus Associates, ‘The Aspect Agent Experience Study’, which polled 400 contact centre executives ranging from manager to CEO status, found 87 per cent of contact centre managers agree agents would be more satisfied if they were able to use software that had the ‘look and feel’ of the consumer technologies used outside the workplace. In addition, 82 per cent who claim their agents are either ‘satisfied’ or ‘very satisfied’ also report placing a ‘strong emphasis’ on building and maintaining strong customer loyalty.

Senior vice president and general manager of Workforce Optimisation at Aspect, Mike Bourke, said: “We know that as the first point of contact with a company, the agent is the face of the brand. The research we did with Pelorus Associates further illustrates that happy agents lead to happier customers, ultimately improving loyalty and the overall customer experience. Key to engaging with contact centre agents is providing the tools they need to be more effective and empowered in their work.”

To conclude, 74 per cent of contact centre bosses believe the introduction of better software across the board improves agent morale; and 70 per cent of executive officers think access to contact centre software via mobile devices is an important element to developing ‘agent effectiveness’.

TalkTalk voted as ‘worst customer service offender’ in UK call centres…

 800 450 Jack Wynn
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As a result of the Eckoh ‘Brick Wall Index’ study, the telecom group, TalkTalk, has been voted the UK’s ‘worst customer offender’, with Expedia coming in second and TV Licensing third.

The Index, which is based on independent analysis carried out by PleasePress1.com, uncovers which call centre menus create the highest level of dissatisfaction; centred around ‘tens of thousands of visits’ to ‘independently compiled maps’ of call centre menus hosted on the site.

Understandably, TalkTalk has spoken out against the Index’s conclusion, as a spokesperson said to ISPreview.co.uk: “We always strive to give customers the best experience possible. The survey contradicts independent complaints data, and our internal data shows levels of customer satisfaction have increased in recent months. We’re also the first UK company outside of the banking sector to replace passwords with voice biometrics, which has significantly reduced the length of time it takes for customers to be put through to a customer services advisor. Nevertheless, we are determined to provide our customers the best possible experience and understand we can always do more.”

The top ten list of ‘worst offenders’ is as follows:

  1. TalkTalk
  2. Expedia
  3. TV Licensing
  4. Sainsbury’s
  5. Royal and Sun Alliance
  6. Flybe
  7. Ryanair
  8. British Airways
  9. EasyJet
  10. Privilege