Drive revenue with CX

Call Center Satisfaction Ties To Consumer Loyalty And Overall Brand Impressions

Kerry Bodine
June 9, 2011

In a previous post, I said that bad call center experiences spoil millions of daily opportunities to drive business value. Now you can figure out just how much business you're missing out on. 

Forrester recently asked US consumers to rate their satisfaction with call center agents from companies across 11 industries. As a part of that survey, we also asked consumers about their loyalty to those same companies. Then we analyzed the correlation between the quality of call center customer experiences and customer loyalty.

What we found was pretty compelling.

As customer satisfaction with the call center goes up, the willingness of a consumer to make another purchase and to recommend that brand to others increases. In addition, likelihood to switch to another provider goes down.

These correlations were particularly high for PC manufacturers, parcel shippers, Internet service providers, TV service providers, and credit card issuers.

We also asked consumers about the usefulness, ease of use, and enjoyability of their interactions with these same companies. We used that data to analyze the correlation between the quality of call center conversations and consumers’ overall perception of the customer experience delivered by the brand.

Across every industry we looked at, call center satisfaction highly correlates with consumers’ perceptions of how well the company met their needs and how easy and enjoyable it was to work with the company.

Customer experience professionals, call center execs, and marketers need to start discussing these connections and developing a plan to improve the call center customer experience. Your brand and your customers’ loyalty might just depend on it.

Want to know more? The details are in my recent report, “Want Loyalty? Improve Your Call Center Customer Experience.”

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