According to this post from The Customer Institute, the University of Michigan has created a satisfaction index for call centers. They found that most businesses see their call center as a "cost center" rather than an opportunity to drive satisfaction and loyalty.
That’s a pity. For many businesses, the Call Center is the place where the greatest number of customers have a direct "moment of truth" with the company. Every day in the call center a company has thousands of opportunities to build their brand, satisfy customers and drive long-term loyalty.
Citing TCI, the UM study also reveals:
- Issue resolution is the key driver for call center satisfaction
- Almost 20% of callers end their call without their issue resolved.
- Of those who didn’t have their issues resolved, 68% of those are at risk of defection
- 43% of those without their issue resolved said they would defect.
- Customers who think the contact center lies outside the US rate their
satisfaction experience 26 points lower (on the 100 point scale)
- 88% of the time customer issues are able to be resolved when the rep
speaks clearly, compared to 45% of the time when the rep has poor
- PC call centers have low satisfaction ratings because nearly 25% of the callers hang up without their issue being resolved.
The industry rankings are:
Catalog centers – 80
Banking call centers – 77
Cell phone service call centers – 69
Cable and satellite Television call centers – 68
Insurance call centers – 68
Personal computer call centers – 64
Do you see your call center as a revenue drain or a real opportunity to produce long-term revenue through customer satisfaction and loyalty?