Are you less than satisfied with your latest encounter with a customer service call center? You are far from alone.
A survey released today says one in five call center customers come away with the problem unresolved. And, no surprise here, they are twice as likely to stop doing business with that company than customers who had their problem solved.
The survey, by the CFI Group, broke down satisfaction ratings across several industries, on a 100-point scale. And the PC industry is no longer at the bottom of the heap. The industry is up 8% compared to CFI's survey last year, to a 69. OK, the rating is still not great. But they've beat out the cable and satellite TV industry, which rated a 66. Here's the whole list:
HOTEL = 78
RETAIL = 76
INSURANCE = 75
CELL PHONE SERVICE = 72
GOVERNMENT = 70
BANKING = 71
PERSONAL COMPUTER = 69
CABLE AND SATELLITE TV = 66
That's right, the top performer is a "C" student. Maybe they're grading on a curve.
The survey also found that (again, no surprise) customer service representatives who are difficult to understand didn't solve problems as well. Eight-five percent of issues were resolved when the rep was easy to understand, compared to 64% when rep wasn't. Still, the survey said offshore call centers improved their customer satisfaction scores by ten points over last year's survey. Even so, more than half of the people surveyed (52%) said the location of the call center would influence their likelihood of using the company in the future, compared to 48% last year. Guess companies might want to reconsider outsourcing tech support to "Bob" from Bangalore.
Diane Hawkins-Cox, senior producer, CNN Sci-Tech Unit