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How satisfied are your customers?

How satisfied are your customers?

Satisfaction of call centre customers may be going down hill. 

The Global Contact Centre Benchmarking Report 2006 highlighted that contact centres were putting call centre customers first by addressing service levels as a priority.

The preliminary findings for the 2007 Benchmarking Report – to be published on March 19 - cast doubt on this commitment. 
The 2007 report indicates that there has been a significant decrease in the levels of customer satisfaction, regardless of location, with the overall score down to 68.3 per cent from 82 per cent in the previous report. 
The highest decrease in satisfaction was in Asia-Pacific where satisfaction fell from 84 per cent to 61.9 per cent, a staggering 22.1 per cent.

North America didn’t fare much better with customer satisfaction levels falling 21.1 per cent.

In Europe customer satisfaction levels fell 8.6 per cent, with the lowest fall being recorded in Africa and Middle East with a 7.7 per cent decrease in customer satisfaction.

Editor of Dimension Data’s Global Contact Centre Benchmarking Report, Cara Diemont, says, “Although on the face of it the findings may appear negative, strangely there may be some good news.

“Throughout the contact centre industry there has been a focus on a more mature assessment of customer satisfaction, beyond a one-dimensional approach, to a balanced scorecard.”

She adds, “This more realistic measurement approach may be a reason for the large drop in satisfaction scores reported across all geographies.
“More worryingly, the lower levels of satisfaction may be a result of the poor execution of programmes.”

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