The survey of CCA members included industry sectors such as financial services, local government and retail. It revealed that only 40% believe senior managers place a clear focus on customer service as a way to drive revenue; one-fifth of respondents ( 20.8%) think there is little or no focus on customer service at a senior level.

The survey also found that the majority of respondents are unconvinced of the link between customer service and the bottom line. Less than half ( 41.5%) take a keen interest in revenue loss resulting from poor customer service. According to the data, one-in-10 management teams pay no attention to the financial implications of a poor customer service experience.

The research also highlights what call centre agents perceive as key barriers to providing a better service: outdated systems, lack of investment, agent skills gaps and a lack of understanding or support at a senior level.

The CCA surveyed a representative sample of its 5,000 senior practitioner members in the UK during November 2013 to determine current attitudes and behaviours.