Contact Center Solutions Featured Article

Contact Centers Should Adjust Approach in Order to Keep Customers Happy

July 12, 2012

More and more businesses are setting up customer service call centers in order to handle all sorts of different issues. While having dedicated staff waiting to answer calls is always a good thing, the bottom line is that you really can have too much of a good thing. Most of today’s call centers believe that the most important task is for them to answer as many calls as possible. They believe that if the call is answered then the company is serving the customer to the best of their ability. The real problem is that companies are looking at call completion rates more than they are looking at the rates in which people believe their issues have actually been resolved.


A massive survey was recently conducted by the Corporate Executive Board (CEB). The survey enlisted the help of more than 75,000 callcenter customers. The CEB also interviewed as many as 34,000 staff members all with the goal of trying to determine what the most important part of being engaged in an issue resolution scenario was. One of the things they foundis when a customer has to put out a high effort to get a resolution resolved, a huge majority (96 percent) of those customers will be disloyal to whatever company causes them to expand effort.

Of course, the obvious answer then is what customers want the most is for their interactions with call centers to be easy. They want their issues to be resolved first and foremost, but customers also want their issues to be resolved easily. Companies that have found a way to resolve problems easily have seen a large amount of savings as well as an increase in customer satisfaction.

The important thing for companies to remember is that the transformation from being one that wants to complete as many calls as possible and that of a company that wants to complete successful calls is little more than one memo away. Companies just need to learn to change their approaches in order to keep their customers happy.

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Edited by Brooke Neuman



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