NEWS26 June 2014

Less than half of senior managers focussed on improving customer service

News UK

UK — Research from the Contact Centre Association (CCA) shows that the link between customer service and revenue is still overlooked by many organisations.

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The research also highlights what call centre agents perceive as key barriers to providing a better service: outdated systems, lack of investment, agent skills gaps and a lack of understanding or support at a senior level.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