Service delivery can increase customer advocacy

Bright have found that improving service delivery can increase customer advocacy by 20-30%.

With a key being “Voice of the Customer” programmes, sharing customer feedback with advisors on what makes customers happy or not.

By putting these programmes in place for clients and also measuring customer spend for the customers surveyed, they also proved an average company sales increase of up to 10%.

Bright presented their new research – busting a number of industry myths held for over 20 years – at the UK National Contact Centre Conference.

Further key findings include:

• Neither call centre advisor’s gender nor age impacts customer satisfaction.
• Product knowledge and advisor engagement are significantly bigger drivers of customer satisfaction than speed of answer (which is the industry’s number one target metric).
• Offshore operations do not deliver worse quality than onshore operations.
• Online channels are not becoming more important than phone and email (which still accounts for over 95% of contacts).

“The key to delivering world-class customer service, as well as proving the customer service operation’s contribution to the organisation as a whole, is to get a comprehensive and all-encompassing view of how the contact centre operates,” said Mats Rennstam, Managing Director at Bright UK.

“We have to recognise that there are inherent dangers in examining areas in isolation, as well as taking industry “truths” for granted, which is why Bright focuses on helping clients adopt a holistic approach, including performance, employee engagement and customer satisfaction, as well as including robust benchmarking to validate findings and get a true picture of what best in class looks like.”