Online Newsletter for Call
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume VIII, Issue 7
Date: July 1, 2007 - First Call Resolution and Offshoring Study Results
Customer satisfaction is crucial to customer loyalty, positive word of mouth, and return on investment, as we all know.
A new study released recently from CFI Group reports that (yet again) first call resolution has the most impact on customer satisfaction, and therefore, their loyalty and likelihood to recommend. In this study, across all industries measured, almost a fifth of all callers hung up with their issue unresolved. Of those customers who didn’t have their issue resolved, 68% are at risk of defection (43% said they’d definitely defect; 25% weren’t sure).
The study further found that customers who think the contact center is located outside the US rate their satisfaction with their experience 26 points lower (on a scale of 100) and are almost twice as likely to defect compared to those who assume their support is in the US.
Interesting in light of a recent tip about outsourcing. This study says there is a negative impact on satisfaction because offshore customer service reps are less adept at solving customer problems, and are especially rated low on communication skills. Reps with poor communication skills are able to solve customer issues only 45% of the time, compared to 88% of the time when they speak clearly.
Certainly first call resolution remains the #1 driver of customer satisfaction. We've reported before the costs associated with customers having to contact you more than once or twice, and then defecting to your competition.
With regard to offshoring, you be the judge from your own experience and, of course, we recommend that you take all studies with a grain of salt.
© 2007 Human Technologies Global, Inc. All rights reserved. www.human-technologies.com
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