Alarming Practices and Outdated Technology
Create a Customer Satisfaction Challenge
First major study of call handling at large businesses uncovers a major blind spot – and a powerful new opportunity to raise customer satisfaction.
Parlance and Tern Systems Consulting present a new study that examines how inbound calls are handled by large organizations in the U.S. This comprehensive paper discusses the various approaches to handling incoming calls, looks at the mix of technologies used across major market segments, and discusses these trends, the future of call handling, and steps your organization can take today to assess the experience delivered to callers.
Key Finding #1: The majority of businesses in the U.S. are using 1980’s era push button auto attendants to connect 2015 callers.
The new study found that DTMF Directed Dialog auto attendants (“Press 1 to reach sales. Press 2 to reach technical support. Press 3 to reach…”) were utilized by the majority of businesses sampled, leading both Live Answer as well as newer and more caller-friendly call handling solutions, such as Speech Recognition Natural Language.
Key Finding #2: Adoption of the latest call handling technologies will make rapid gains on older push-button technologies over the next 5 years, and organizations making the change earlier than others will have the competitive edge.
According to the research, the caller experience will become an increasingly important component of customer satisfaction programs, leading to increased usage of more caller-friendly technologies to connect callers. Companies recognizing the importance of a great experience via their #1 customer communications channel will see customer satisfaction gains against the competition.
Summary: Most companies are doing callers a disservice and missing out on an easy customer satisfaction win.
The study suggests that the preferences of callers and the preferences of businesses regarding call handling technology are not in alignment. While callers prefer a fast and simple caller experience, the majority of businesses in the U.S. continue to employ time consuming and frustrating call handling technology due to ease of management and low costs.
Organizations embracing newer and more caller-friendly technologies, however, will enjoy customer satisfaction gains and competitive advantage over those relying on outdated call handling methods. The paper offers several tips on how businesses can focus on call handling to achieve higher customer satisfaction scores and give callers a modern day experience.