The global call intelligence and speech analytics platform, Infinity, conducted a survey into customer call experiences. Out of 2000 UK consumers surveyed, nearly half (46%) have been disappointed with brand calls over the last 6 months.
What’s the impact of negative brand calls?
Called the ‘Moments that Matter’ survey, Infinity investigated whether brands are getting these calls right. And ultimately, it’s shown that there’s a lot of room for improvement. In fact, it demonstrated that negative customer call experiences can have a significant impact on consumer behaviour. This can cause huge issues for brands when it comes to winning and retaining business.The survey found the following:
- Poor call centre experiences could cost businesses up to 84% of returning customers
- Nearly 40% of customer are having to wait in long call queues
- Over 30% express frustration with having to speak to chatbots
- 30% of customers listed being put on hold as a source of frustration
In the same way poor call experiences can cost brands dearly, getting calls right can help brands obtain a big advantage. Over 65% of consumers say a positive call experience would make them more likely to buy from a brand again. Positive calls with good customer service, little to no waiting times, prompt and quick delivery of services/answers can all tremendously strengthen the brand’s reputation.
Phone calls, like interactions across digital touch points, are ‘moments that matter’ along the purchase journey. They can leave an impression on your consumers that has the power to make or break your business.
‘Every conversation is a moment that matters’
Infinity have released a whitepaper detailing their findings. It explains why consumer expectations have exceeded previous levels. This is thanks to the actions of CX heavyweights like Amazon, Uber, and Netflix. It also explains what this raising of the bar means for every business. And that’s regardless of the markets they operate in.
The whitepaper also details who the biggest offenders are when it comes to poor call experiences. It states that utility and financial services businesses are named and shamed as the worst call experience providers by over half of consumers. Which is staggering considering the UK’s cost-of-living crisis, in which consumers will heavily rely on customer calls with utility companies and banks to help them out.
What’s the answer?
As well as sharing the results from Infinity’s ‘Moments that Matter’ survey, the whitepaper also shares actionable advice. This can be used to dramatically improve the way in which brands interact with consumers over the phone. The secret? Leveraging call intelligence.
Where call centres face the issues of mapping journeys, gathering unfiltered feedback, and ensuring top agent performance, tools like call tracking and Conversation Analytics offer the solution.
By connecting consumers online journeys to phone calls, and analysing every conversation that take place within contact centres automatically, call intelligence tools are able to dramatically improve your understanding of what your customers want and how well you deliver. Once gathered, this insight can be used across your company to reduce marketing spend, optimise contact centre operations, improve customer experience and ultimately accelerate sales.
In the whitepaper, you’ll find out how brands like British Gas, Specsavers and Pendragon have used call intelligence to significantly improve call experience and strengthen their business in turn.
What are the next steps?
You call data holds the key to better relationships with your customers, an enhanced reputation and faster growth.
Read Infinity’s whitepaper to see how your call experience compares to others in your space, and find out how you can unlock the insights before, during and after every call and use them to drive positive change.