Contact Center Solutions Featured Article

Customer First Contact Resolution Will Benefit From UC Flexibility

November 10, 2008

A new market study by long-time voice expert, Walt Teschner, who now runs the GetHuman Web site, confirms intuitively obvious metrics for customer contact responsiveness beyond phone calls. Sponsored by Fuze Digital Solutions, almost one thousand consumers in different age groups, gave their opinion about what would be acceptable responsiveness to the different forms of customer-initiated contact with a business.


Although, older people are a bit more demanding, there was not much difference in service level expectations between the different age groups. However, a key concern for all consumers is to know what to expect before they try to make contact for assistance.

Response expectations averaged the following:

Email -            4 business hours
Text chat -      10-70 seconds

Traditional telephone callers expect a call to be picked up within three rings by a person, but with most call center systems there are other time delays before reaching live assistance, including preliminary call screening via an IVR interface, then waiting in queue for an available agent.                                                                                                                              

However, the study did not get into the issue of fully completing the customer contact, i.e., the “resolution” of the caller’s reason for calling. Apparently, that is not as much of a problem to a caller as it is to contact center management who worry about agent performance (call“ handle time”) and staffing requirements. Obviously, if the caller doesn’t get the results they want, they will be still be extremely “dissatisfied,” no matter how quickly they are serviced.

As new UC capabilities become available to customers, both online at the desktop and with mobile “smart-phones,” initiating contact via email, chat or telephone will not limit interaction with live assistance to those modes of interaction. Email contacts can be escalated to online chat or voice conversations and it is those forms of interactions that could make the difference for a satisfying “customer experience,” not just how long it takes to establish contact with live assistance.

What Do You Think?
You can contact me at: artr@ix.netcom.com or (310) 395-2360.
 

Art Rosenberg, a veteran of the computer and communications industry, contributes his column, The Unified-View to ContactCenterSolutions. To read more of Art’s articles, please visit his columnist page.

Edited by Stefania Viscusi

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