Customer loyalty. Positive word of mouth. Return on investment. All these words, so crucial to the success of any organization, cannot be achieved without a high level of customer satisfaction. Today’s contact centers often play the critical role in interfacing with the customer and heavily influencing their level of satisfaction.
According to the recently released Call Center Satisfaction Index by the CFI Group, issue resolution is the key issue driving customers' satisfaction and therefore their loyalty and likelihood to recommend a product or service. Across all industries measured, almost a fifth of all callers hung up with their issue unresolved. Of those customers who didn’t have their issue resolved, 68% are at risk of defection (43% said they would definitely defect, and 25% aren’t sure). That's a substantial percentage of callers who are at risk of defection based on their interaction with the call center alone.
Smart companies are already measuring several things in their contact center, one of which is first contact resolution rate. If your numbers indicate too low a percentage, it is time to figure out the cause of this. For instance, the same study previously mentioned reported that agents with poor communication skills are able to solve customer issues only 45% of the time, compared to 88% of the time when reps speak clearly.
These days customers are harder to keep than ever. Having a thorough understanding of your first call resolution rate and its impact on overall customer satisfaction is one step forward in the never ending battle of maintaining customer loyalty.
More information can be found at www.SupportIndustry.com.
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