Why do your customers call you?

Monday, March 19th, 2018

Some internal customer services departments and contact centres often seem to operate in a perpetual ‘firefighting’ mode.

Where a business is constantly experiencing one operational crisis after another, it can make it very difficult to identify underlying themes or even why some customers are calling repeatedly. As such, it is vitally important to analyse the ‘big picture’ and identify any recurring issues that, when rectified, would result in a much-improved overall customer experience.

Analytical tools (including those used by outsourced contact centres, such as ourselves here at mplcontact Sutton Coldfield) can often be used to query interactions in seconds. However, not all businesses’ internal customer service departments possess such tools, thus a manual based approach to problem solving is often the only solution.

Whilst analysing a limited sample of recorded calls could provide an indication of the various underlying issues, this approach can be very time consuming and inevitably leads to inaccuracies due to the skewed data that is inherent in such small samples.

Alternatively, collating some form of ‘caller complaint reason codes’ (where each operator assigns a number to identify the subject/reason behind the call received) may be a more accurate solution. Whilst data collected in this way would need to be constantly updated and modified, it naturally covers a much greater proportion of those calling. That said, just logging a code can be a little two dimensional in that it may not (without other tools being employed) be able to capture the customers emotion or the operator’s process in solving the underlying problem or issue.

Combining the two approaches delivers a better solution, and that is where we can help.

For more information, give our team at mplcontact Sutton Coldfield, Birmingham a call on 0800 0186009. Alternatively, just click HERE to contact a member of our team to find out more about how our approach could really help your business.

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