Online Newsletter for Call
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume XX, Issue 6
Date: June 1, 2009 - First Call Resolution Visited Again
As you know, customer satisfaction is crucial to customer loyalty, positive word of mouth, and return on investment.
A new study released recently from CFI Group reports that (yet again) first call resolution has the most impact on customer satisfaction, and therefore, their loyalty and likelihood to recommend. In this study, across all industries measured, almost a fifth of all callers hung up with their issue unresolved. Of those customers who didn’t have their issue resolved, 68% are at risk of defection:
43% said they’d definitely defect
25% weren’t sure
The study further found that customers who think the contact center is located outside the US rate their satisfaction with their experience 26 points lower (on a scale of 100) and are almost twice as likely to defect compared to those who assume their support is in the US.
Interesting in light of a recent tip about outsourcing. This study says there is a negative impact on satisfaction because offshore customer service reps are less adept at solving customer problems, and are especially rated low on communication skills. Reps with poor communication skills are able to solve customer issues only 45% of the time, compared to 88% of the time when they speak clearly.
Certainly first call resolution remains the #1 driver of customer satisfaction. We've reported before the costs associated with customers having to contact you more than once or twice, and then defecting to your competition.
According to a recent Yankee Group study 30 – 35% of calls coming into the average center are unnecessary repeat calls. 65% of all repeat calls are reportedly the result of agent errors, such as: No confident answer, the wrong answer, someone doesn’t follow through on commitment, and the customer will call back.
Customer Relationship Metrics’ research reports that caller satisfaction ratings will be 35% to 45% lower when a second call is made on the same issue.
Yet another study conducted by Service Quality Measurement Group reported that for every 1% improvement in FCR, you get 1% improvement in customer satisfaction. Additionally, if a customer’s inquiry or problem were resolved in the first call, only 3% of those customers were at risk of going to a competitor.
On the other hand, 34% of customers who didn’t get their inquiry or problem resolved were likely to go to a competitor. What does losing that customer cost you? We’ve given a formula to plug in your own numbers in previous newsletters..
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