Our research among members of the UK Contact Centre Association suggests many UK companies are overlooking the potential for customer service improvements that could drive revenue.
The survey reveals that well below half (41.5 per cent) take a keen interest in revenue loss resulting from poor customer service. According to the data, one in ten management teams pays no attention to the financial implications of a poor customer service experience.
Improving quality and reducing the “cost to serve” are seen as primary challenges in today’s organisations. The research also highlights what call centre agents perceive as key barriers to providing a better service: outdated systems, lack of investment, agent skills gaps and a lack of support at a senior level.
The contact centre is often seen only as an operational expense. Often, senior management will review aspects such as speed of handling times and resolution times, but this is unlikely to drive investment and instead maintains a focus on efficiency. But fast service and good customer experiences are not always the same thing and investments in people, processes and the technology platforms that can aid them should be considered.
The commercial value of an effective call centre, balanced against mitigating and eliminating the potential damages of poor customer service, should not be overlooked. The contact centre can be an invaluable tool, not simply an unavoidable cost.
Steven Thurlow, head of worldwide product strategy, KANA Software