Online Newsletter for Call Center Personnel
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume V, Issue 5

Date: May 1, 2004 - Customer Experience Impacts Loyalty

A recent study (April '04) by Portland Research Group found customers are much less likely to buy a company's products if they have a poor call center experience when calling for assistance. While this is not new, their stats reinforce the importance of first call resolution.

According to their analysts there was a significant percentage point difference in future purchase intent comparing respondents who were happy with their phone experience against those who were not. For instance:

46% had their issues resolved in first contact (remember best practices = 68%) Average customer called 2.3 times before problem was remedied
Future purchase intents dropped from 76% to 55% with 2nd contact

Transferred calls showed that 35% of callers are not transferred, and that most callers are transferred 1.5 times before speaking with the appropriate person.

If transferred once there was no significant impact on satisfaction or loyalty.However, when transferred a second time, future purchase intent plummeted from 64% to 48%.

It would seem that a person is better off not calling at all, rather than being transferred twice. How many of you have had the experience of questioning yourself as to 'why am I bothering to call in the first place?!'

On the plus side:

68% were content with the professionalism of the CSR
61% were satisfied with the response they received from the CSR

Again, who has the responsibility for the relationship with the customer? Your front lines. Invest in your people-give them the tools and the (people) training so they can do their jobs.

QUOTE OF THE MONTH: If you think in terms of a year, plant a seed; if in terms of ten years, plant trees; if in terms of 100 years, teach the people. Confucius

2004 Human Technologies Global, Inc. All rights reserved

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