While contact centers may exist to serve the customer, the Global Contact Center Benchmarking Report 2006, sponsored by Dimension Data shows 12% of all contact centers don’t even know their overall customer satisfaction score. And for those that do know, the news may not be good.
This eighth annual study finds customer satisfaction scores are down to 68.3% from 82% in the previous report:
- Asia-Pacific contact centers declined the most – a staggering 22.1%
- Contact centers in North America weren’t much better falling 21.1%
- Europe contact centers saw a 8.6% reduction
- Africa and the Middle East had the lowest drop at 7.7 percent each.
One possibility for the decline is that many contact centers are improving their assessment from just a one-dimensional metric to a more comprehensive balanced scorecard. “This more realistic measurement approach may be a reason for the large drop in satisfaction scores reported across all geographies,” comments Cara Diemont, editor of the report. “More worrisome, the lower levels of satisfaction may be a result of the poor execution of programs,” she continues.
While the report finds large gaps that still must be addressed, a number of strategies to improve the customer experience are being implemented. For example, contact centers are moving away from multiple telephone numbers to a more convenient one-stop shop for the customer. The study found 36% of all centers have moved to a single number strategy, up from 22% in 2005.