Contact Center Solutions Featured Article

June 01, 2007

Study: American Consumers Want More Interaction with the Contact Center

By Susan J. Campbell


For better or for worse, the contact center often acts as the only point of interaction between the company and the customer. As a result, the customer’s experience with the contact center has a major impact on whether or not that customer remains loyal to the company.
 
Given that the customer’s perception of the company is quickly formed as a result of the interaction with the contact center, company leaders must have a clear understanding of how that center should be managed and how customers want to interact.
 
According to a new U.S. survey by Genesys (News - Alert), 84 percent of consumers would like to receive proactive communications from their suppliers. Another 76 percent of consumers would also like to hear about a company’s additional products and services, providing companies the opportunity to up-sell and cross-sell to customers while engaging them at the same time.
 
Newer technologies are also playing an important role in the operation of the contact centers. Consumers as a whole are increasingly demanding the ability to communicate with companies through multiple channels. In fact, 31 percent of consumers would like to have the option of live online Web chat instead of talking over the phone, and 78 percent would like to communicate with contact centers via e-mail.
 
Despite consumers’ increased preference for new communication channels and available technologies, most do not feel that they are being overly pushed into using self-service systems. Companies that force customers into self-service systems risk losing customers and revenue, as well as losing the opportunity to engage with customers through human interaction.
 
Some key findings from this study reveal that 48 percent of consumers report that customer service has the biggest impact on their loyalty to the company. Another 82 percent indicate that they would do business with a company based on a great call center experience. Of that group, 16 percent would do so even if prices were higher than average. A poor customer service experience led to the end of business with a company for 44 percent of respondents.
 
Although Americans across the nation have jumped on board the Do Not Call List, many still prefer to hear from companies with which they do business. Genesys found that 88 percent of consumers would have a more positive opinion of a supplier after receiving a courtesy call just to thank them for their business or ask them how satisfied they are with their experience. Despite such desires among consumers, only 52 percent have received a courtesy call from a supplier.
 
Research has shown time and time again how vital customer service is to the success of an organization and this service starts with the contact center. Until organizations take a customer-centric approach with their contact center operations, they will continue on their upward battle for long-term profitability.
 
Check back tomorrow as we look at the results of another Genesys study that examined consumers throughout the world.
 
Want to learn more about contact centers? Then be sure to check out TMCnet’s White Paper Library, which provides a selection of in-depth information on relevant topics affecting the IP Communications industry. The library offers white papers, case studies and other documents which are free to registered users.
 
Susan J. Campbell is a contributing editor for TMC (News - Alert) and has also written for eastbiz.com. To see more of her articles, please visit Susan J. Campbell’s columnist page.


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