Consumers’ Love/Hate Relationship with Contact Centers
Although ForeSee started out measuring the customer experience with websites, our customers quickly told us that they need a way to apply our technology across all channels. So for a few years now, we’ve been working with stores, mobile sites and apps, and contact centers, which is what I want to talk about today.
Call centers are an interesting animal because of their interdependence with the other channels. Whether a call center is sales focused or service focused, a really excellent, easy-to-use website should reduce call center volume. It’s cheaper for a company to service requests and purchases online than through a call center—many companies have created online “contact centers” including things like email support and live chat.
We’re seeing a huge cross-channel impact resulting from the way customers are treated in a call center. In our contact center benchmark, we found that customers who reported they were satisfied with their experience with a call center were:
- 174% more likely than less satisfied customers to make contact again, which means higher frequency of interaction for sales-oriented contact centers, improved engagement, and increased share of mind and wallet.
- 154% more likely to purchase from the company next time, which means increased sales.
- 238% more likely to recommend the company to a friend, family member or colleague, which means more business and increased loyalty.
These numbers are incredible. We’re talking about a clear business case for the value and impact of the call center across channels, and we’re taking it out of the realm of organizational silos and starting to think about the way these channels work together.
The ForeSee benchmark also shows that the average satisfaction score for contact centers is at 70 on our 100-point scale. This is an average of all the individual scores of contact centers we measure (individual scores range from a low of 53 to a high of 86). Companies scoring significantly higher than 70 are outperforming the industry average. Companies scoring significantly below 70 have a lot of work to do, because their customers’ satisfaction clearly has a huge impact on their business.
That broad range of individual scores (53 to 86) shows that some contact centers are doing an amazing job meeting customer needs. Customer frustrations with some call centers, especially service-oriented call centers, is well-known and often joked about, but a score of 86 is amazing. That’s a score that rivals Google, Amazon, and other companies that have the highest satisfaction that we measure! Now, service-oriented call centers are at a little bit of a disadvantage and will have a harder time meeting those really high scores. But the benchmark is a starting point.
For more information on ForeSee’s satisfaction analytics for contact centers, click here. You can also subscribe to my posts for more on contact center customer satisfaction, or you can subscribe to The ForeSee Blog.
What are your thoughts? Is it helpful to be able to quantify the impact of a satisfied contact center customer across the business in this way? Does your organization share insights between the web and call center in order to improve both channels? I’d love to hear from you in the comments.