Which has revealed the results from its latest survey into UK call centres, disclosing BT, TalkTalk and Scottish Power as the companies consumers most “dread calling”. Based on staff knowledge, phone menu system, politeness, helpfulness and waiting times, it found the common trend that broadband and energy sectors are the worst performers. It was also reported that Scottish Power received the highest number of complaints ever recorded for a UK energy company in a quarter.
The research uncovered that just 58 per cent of broadband providers answered calls in the first five minutes and 12 per cent of customers felt the person they spoke to at their energy provider had poor or very poor product knowledge. Around one in five of Scottish Power electricity customers had spent more than 20 minutes waiting for an answer in the last six months.
Which? executive director, Richard Lloyd commented that, “Unfortunately, poor customer service from call centres has become a 21st century bug-bear for too many people. Customers should vote with their feet if they’re tired of waiting or fed up with the service they get. We want the worst offenders in our survey to raise their game by answering the phone quicker and improving staff training to demonstrate they really value their customers’ time.”
numero feel the survey indicates that UK call centres are struggling to keep up with ever evolving consumer behaviour and are failing to create a successful omni-channel experience. Customers now expect to be able to deal with an issue through a multitude of channels and expect immediate responses to queries or complaints. To be able to successfully achieve this, call centre agents needs to be properly equipped with a full view and understanding of the customer they are dealing with. This progress will come from implementing a successful CRM system, ensuring agents and processes are fully aligned with the key objective of improving customer experience.
CRM is no longer just a database; it needs to meet the needs of a customer who wants to connect with a business across multiple channels and to provide relevant, up-to-date information of the customer’s interactions with the business. If achieved, implementing the right CRM solution can completely transform the way an organisation interacts with the customer.