Newsletter

Online Newsletter for Call Center Personnel
Rosanne D'Ausilio, Ph.D. Editor and Publisher
Volume IV, Issue 10

Date: October 1, 2003 - Negative Customer Service Experiences?

How many of you know (and track) what percentage of your calls are bad experiences? Hopefully, you know and it's in the low single digits.

In a recent study, in answer to (1) did the agent satisfy your needs in the call, and (2) based on any negative experience, would you stop using this company and go to the competition? the results were:

Ages
Would Stop Using the Company in the Future
18 - 25
100%
26 - 35
97
36 - 45
53
46-55
50
56-65
33
Over 65
63
Source: 2003 Purdue University/BenchmarkPortal.com

As you can see, there is a strong correlation between participant's age and his/her tendency to stop using the company after a bad experience. Notice that younger participants were less tolerant, more likely to go to the competition, and those over 65 are more demanding that those in middle age.

Therefore, it's very important to take great care of your younger callers so as to maintain their loyalty. Callers above 36 have more of an 'emotional bank account' with the company they're dealing with-probably had some good experiences and are more willing to 'forgive' a bad one.

If you know your percentage of bad experiences, put a dollar amount on that call and then total it out for the year. I think you'll be very surprised at the amount of lost revenue. Now if you have a 1% improvement, say as a result of a training initiative for example, the amount of recovered revenue (and customers) is very encouraging.

This is just another means to tie soft skills to ROI, and to include your front lines as part and parcel of the revenue-producing operation of your company.

QUOTE OF THE MONTH: I can live for two months on one good compliment! Mark Twain

2003 Human Technologies Global, Inc. All rights reserved

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