From not returning faulty goods or cancelling unwanted services, to leaving account information out of date, our fatigue when considering contact with companies could be costing millions. According to customer service software specialists Inisoft, whilst one-in-three admit to avoiding contact with companies whenever possible, research reveals that 77 per cent of organisations see reducing customer effort as a top priority.
According to the research, top irritations for customers include:
1. Having to repeat your complaint to multiple people (58.40%)
2. Being placed on hold repeatedly during the call as staff check details (40.40%)
3. Feeling like the person you’re speaking to is reading from a script (32.00%)
4. Not feeling that the person you are speaking to has the authority to fix the problem (31.70%)
Inisoft has also identified the worst offending sectors – those with the highest ‘hassle factor’, based on independent analysis from call centre analysts, PleasePress1.com. The data is based on tens of thousands of visits to detailed maps of call centre menus hosted on the pleasepress1.com site.
According to the analysis, the worst offenders in 2017 include local councils, electrical retailers, airports, travel operators and insurance companies.
In a recent survey by Kura, the company that own Inisoft, and the CCA (Contact Centre Association), only 8 per cent of contact centres are actively measuring customer effort. This is everything from the length of processes such as automated phone menus and online forms through to the complexity and likelihood of a first-time result.
On average, contact centre agents spend 15 per cent of their time looking for data across internal systems to address customer needs. The same report reveals that companies that implement a successful Omni-Channel programme have achieved a 77 per cent customer retention rate.
Oonagh McBride, the Head of Inisoft said, “the research reinforces the vital link between customer effort and loyalty. Unfortunately, whilst improving the customer journey is a well-worn phrase, very few are implementing any measurement of effort. It’s clear that companies who can work efficiently across channels are rewarded with customer loyalty, enhanced agent productivity and lower costs. The effort required to work with your brand is a critical measure and will determine, to a large extent, your successes or failures.”