A new survey from Enghouse Interactive polling the views of more than 200 senior employees in UK organisations reveals that many businesses are struggling to define quality customer service delivery, and thanks to cost and integration challenges, often failing to implement the necessary recording, monitoring and analytics tools to deliver it.
63% of respondents said their business could not accurately forecast call volumes while the same percentage stated they could not leverage flexible scheduling processes. Possibly even more worryingly, 59% of the survey sample claimed their businesses could not produce reports that measure agent, contact centre, sales and support team performance.
This lack of capability extends to companies’ current approaches to call monitoring and evaluation. Only one third of businesses, 35%, said they ‘can both monitor and evaluate the performance of our customer service agents on calls and also have structured processes in place to capture customer feedback on individual calls.’
Being able to effectively monitor and measure also requires total visibility across customers, channels, systems and internal customer-facing operations. However organisations faced additional challenges here also. Highlighted by 45% of respondents 'cost' as a barrier, closely followed by integration of different systems, cited by 39% and the related alignment of different systems, as well as 'people' and 'processes' within the business, which was referenced by 35%.
“These figures should be a source of serious concern for UK businesses and the customers they service,” says Jeremy Payne, International VP, Marketing, Enghouse Interactive. “After all, as the old adage has it, you can’t manage what you don’t measure. Businesses will inevitably struggle to deliver the high-quality, highly effective service offerings their customers are looking for if they are not able to measure the results they are getting.”
The quality challenge is made tougher by a lack of consensus about what the term actually means. 42% of respondents say quality service delivery in the contact centre is about ‘delivering effortless customer service to the greatest possible number of customers, while 41% argue it’s about ‘achieving high levels of first call resolution or first contact resolution.’