Making Contact: Contact Centers Customers are Highly Satisfied
While a company’s contact center isn’t typically the first choice for engaging with a company, it still remains an important part in fostering the customer relationship.
Today, ForeSee released its annual Contact Center Benchmark that affords company leaders an opportunity to determine how their centers stack up against industry averages. This year, the average customer satisfaction score for contact centers is 80 on ForeSee’s 100-point scale, ranging from 61 to 94, meaning – in general – contact centers customers are highly satisfied.
For benchmark purposes we compared likely future behaviors of highly-satisfied contact center customers (those with satisfaction of 80 or higher) with the future behaviors of less-satisfied contact center customer to illustrate the impact that customer satisfaction with contact center experiences can have on a company’s future success. Based on this comparison, highly-satisfied customers report being:
- 182% more likely than less-satisfied customers to make contact again, which can mean higher frequency of interaction, improved engagement and increased share of mind and wallet.
- 149% more likely than less-satisfied customers to purchase next time, which can lead to increased sales.
- 180% more likely than less-satisfied customers to recommend the company to a friend, family member or colleague, which can translate to more business.
Our researchers dug a little deeper into the data to compare future behavior scores for those customers that completed their task or resolved their problem in one call versus those who needed to make multiple calls. Those customers making just one call report being:
- 40% more likely than those who made multiple calls to make contact again.
- 45% more likely than those who made multiple calls to purchase next time.
- 39% more likely than those who made multiple calls to recommend the company.
We also compared the future behaviors of two other segments of contact center customers: those who thought the length of their call was just right, and those who thought it was too long. Those who thought the call was too long report being:
- 46% less likely than those who thought the call length was just right to make contact again.
- 40% less likely than those who thought the call length was just right to purchase next time.
- 46% less likely than those who thought the call length was just right to recommend the company.
Continuously measuring the customer experience with the contact center is critical to an organization’s success. And doing so with an accurate and reliable system of metrics, business leaders will gain invaluable intelligence that will allow them to identify areas of improvement and make the right choices that will help move the company forward.