Driving a positive customer experience across all channels is critical to any organization. In this new Ipsos Views paper, we discuss how, despite the growing use of new digital technologies, the telephone experience can still be a make-or-break moment for many customers. For most large, multichannel organizations, the contact center remains key to ensuring that customers receive a great experience, as consistently and efficiently as possible.
Increasingly contact centers are handling inquiries that customers are either unable to undertake face-to-face or are unwilling to conduct digitally; inquiries which are often complex in nature and can, therefore, have a significant impact on the brand if handled poorly. Contact center agents have a huge responsibility to deliver customer experience which matches the expectations set by the brand promise.
While many contact centers function well, there is room for improvement. Ipsos research shows that almost half (48%) of customers who had suffered a poor contact center experience were dissatisfied with how their issue was addressed. Three in ten of those (dissatisfied with resolution) reported that, as a result, they would stop using the company in question, or use it less.
Written by three of Ipsos’ mystery shopping experts from Channel Performance, this paper explains how a well-designed mystery calling program can help evaluate your contact centers – as a standalone, or as part of the omnichannel journey – and drive greater customer loyalty, higher profits, and better returns for shareholders.