Ease of Communication Key to Customer Retention

Wednesday, April 30th, 2014

A recent survey revealed a worrying 8 out of 10 people have given up trying to interact with an organisation because they just found the process “just too difficult”.

Given that customer retention is vitally important for a business’s ongoing success, these assertions make sober reading for any organisation with a customer services department. These results were extracted from a survey by Customer Contact Association which also revealed that only two out of every ten organisation s regard ‘customer effort’ (defined as: the level of frustration experienced, amount of time spent and the number of contact attempts made), as one of the three most important measures of a customer’s experience.

Meanwhile research by Mitel has indicated that almost three quarters of adults they surveyed in the UK were likely to change suppliers based on a poor experience with a customer services department. Nearly half of these consumers have already changed suppliers more than once, citing that a “more personal touch” and a faster and more effective service would be a key factor in determining where their future loyalty lay.

It would seem that “the personal touch” is critical to delivering a positive experience, being closely followed by the process itself being best described as fast and effective.

Email is the most popular form of communication at present, with 72% of those questioned having used it. Social media and live chat are used by 10% although that figure is set to increase rapidly. Despite the prominence of email and social media, the telephone remains, for now, the channel of choice for those voicing their frustrations.

Consumers also cited their ability to speak with a real person rather than an automated system, response times and an immediate resolution based service as being vitally important.

Telephone mplcontact today on 0121 362 7001 to see how we can help you with that.

Our Property Division manages such a diverse portfolio that no one call is ever the same. The mplcontact agents support our in-house team.

Stuart Auger | Midlands Co-operative Society