Small Business call centre white paper

Customer experience has now become a boardroom conversation… and with good reason. Research shows that only two in 10 (21 per cent) of consumers rated their most recent interaction with a brand as “excellent”, while 34 per cent rated it as “average”. That’s a worrying statistic given that, according to a recent survey by analyst house Ovum, 82 per cent of customers stopped doing business with a brand following a bad customer experience. With so much choice available to consumers, loyalty is hard-earned, but easily lost.

At the same time, the way we communicate has changed, with consumers expecting to converse with organisations via multiple channels, depending on their preference, query or even mood. Consumers now expect a seamless customer experience, regardless of the communications channel they are using.

However, the telephone is still the preferred medium of communication for the majority of consumers when it comes to interacting with brands. According to a survey of 4,500 consumers performed by Logmein, 46 per cent said that the phone is their preferred medium of communication, closely followed by email (40%). The phone, in particular, provides customers with the desired level of human contact, familiarity and trust.