The 2013 Contact Center Satisfaction Index (CCSI) has been released, and the results are not good. CFI Group’s seventh annual customer satisfaction report found that customer satisfaction with company contact centers have dropped just over 10 percent since 2012, with a score of 69 out of 100. This is in stark contrast to the record high of 77 just a year before, and the lowest rating since the CCSI began.
CFI points to two likely reasons for this drop. The first is low consumer confidence and a stalling economy. This is more or less out of the hands of the contact center, which can’t be blamed for prevailing economic conditions and consumer behavior. However, the second reason is something a bit more manageable, that is, “higher expectations of great things to come.”
Image via CFI Group
If there was ever any indication of the importance of quality management in the call center, this report is it. Customer’s are fickle, and constantly demand more and more from the companies they do business with. In an increasingly interconnected and mobile world filled with smartphones, social media, and e-commerce applications, there is simply no rest for the weary call center. Companies must make sure their service is up to par with growing expectations, or face the repudiating denouncement of an angry customer. And, as we all know, the scorn of a single detractor can, and likely will, spread far and wide.
"With such a large drop in customer satisfaction, companies need to focus on improving their contact center's policies and procedures currently in place as they look for ways to return to prior year's satisfaction levels," said Terry Redding, vice president of marketing and product development at CFI Group. "This focus will aid more than just scores; it is vital from a company profit perspective as satisfied customers buy more and recommend the companies to others more frequently, all of which contributes to the bottom line."
Now is thus the time to invest in 3rd party remote call monitoring. With a robust quality assurance program in place, a contact center can be confident in its ability to deliver excellent customer service at any given time. By monitoring performance, agents are both consciously and subconsciously motivated to improve. Beyond that, call monitoring allows managers and agents to pinpoint the practices that work best and those that need work, comparing actual interactions against objective standards and performance metrics. This information can allow an organization to adjust its policies and procedures in a way that best suits the current customer service environment.
Taken together, call monitoring can provide a call center with the precise blend of hard data, trends and actionable insight it needs to successfully adapt to changing customer preferences.