November 17, 2009
Corizon Study Measures Customer Preferences in Contact Centers
By Susan J. Campbell, TMCnet Contributing Editor
It is important to constantly measure customer satisfaction with particular communication channels to determine whether or not those channels will continue to be effective. As a result, companies like Corizon investigate which communication channels British customers prefer and those that contact centers offer.
The latest study from Corizon (News - Alert) found demographic preferences for contact methods. Findings from this study raise questions about how contact centers are coping with the increased number of contact channels.
In conducting its survey, Corizon found that when asked how they would contact a company for a customer, billing or support inquiries, consumers can select across a range of eight contact channels. The most popular channel was phone at 75 percent of respondents, followed by e-mail by 70 percent. Web self-service was favored by 43 percent, letter by 32 percent, social media by 4 percent and SMS by three percent.
In answering questions pertaining to the channels they support, contact center managers showed phone was the most popular medium, with 100 percent support for phone queries. For e-mail support, findings were 96 percent; 90 percent handled customer requests by letter; 65 percent offered Web self-service; 27 percent supported SMS requests; 20 percent handled social media; and 11 percent offered IM and online chat.
More than half, or 59 percent, of contact centers said that their agents were expected to handle different contact channels at the same time. In 22 percent of cases, agents were expected to handle different channels, but on separate shifts. The majority of managers said their staff used three to five different software applications to handle customer service inquiries.
In answering questions pertaining to the channels they support, contact center managers showed phone was the most popular medium, with 100 percent support for phone queries. For e-mail support, findings were 96 percent; 90 percent handled customer requests by letter; 65 percent offered Web self-service; 27 percent supported SMS requests; 20 percent handled social media; and 11 percent offered IM and online chat.
More than half, or 59 percent, of contact centers said that their agents were expected to handle different contact channels at the same time. In 22 percent of cases, agents were expected to handle different channels, but on separate shifts. The majority of managers said their staff used three to five different software applications to handle customer service inquiries.
“Each channel increases the complexity of an agent’s desktop exponentially,” said Emma Chablo, Marketing Director of Corizon, in a statement. “As a result of the demand for new contact channels, desktop environments are littered with dozens of different screens with agents scrambling between them to find the right answer. This is hampering customer service operations, making it difficult for many contact centers to achieve the quality of service customers want.”
Of the 2,127 British consumers surveyed, the most likely to use social media were those in the 18-24 age range. Those over 65 years-old were most likely to write letters. IM appeared to be most prevalent among the 25-34 year-old sect.
Of the 2,127 British consumers surveyed, the most likely to use social media were those in the 18-24 age range. Those over 65 years-old were most likely to write letters. IM appeared to be most prevalent among the 25-34 year-old sect.
Other research by Corizon revealed that among Brits, "Scots are the most likely to use ‘inappropriate language’ when talking to a contact center agent at 15 percent, while the Welsh are the most prone to hanging up in frustration” according to 49 percent of respondents.
The company also found that technology does not provide sufficient and timely information in customer service situations. If the entire contact center market were to be measured on Corizon findings alone, those competing in this industry have much to do to keep customers satisfied.
The company also found that technology does not provide sufficient and timely information in customer service situations. If the entire contact center market were to be measured on Corizon findings alone, those competing in this industry have much to do to keep customers satisfied.
Corizon supplies Enterprise Mashup Platform to businesses and contact centers. This platform is designed to transform the economics of desktop applications.
Susan J. Campbell is a contributing editor for TMCnet and has also written for eastbiz.com. To read more of Susan’s articles, please visit her columnist page.
Edited by Michael Dinan
