Issue Resolution: The Primary Prerequisite for Customer Satisfaction

When customers call into contact centers, they are usually experiencing one of two problems: 1) a billing issue, or 2) product or service assistance. And quick resolution is their aim. Unfortunately, this is not happening regularly. Along with this complaint, customers are growing impatient with companies’ interactive voice response (IVR) systems. Together, these issues have caused the Contact Center Satisfaction Index (CCSI) to drop to 68—the lowest it’s been since 2007.

Released last month by CFI Group, the latest CCSI score, based on a 0- to 100-point scale, slid four points this year. CFI reports that just 52 percent of issues are resolved on first contact (down 6 percent from 2015) and one-third of consumers fail to resolve their issues through self-service options. Especially frustrated by these hurdles are today’s young adults—those individuals born between 1980 and 2000 known as millennials.

Raised in an on-demand digital world, millennials—the nation’s largest demographic—expect readily available information they can easily tap into themselves.

To meet the demands of this generation, and consumers in general, contact centers must better align their processes to exceed customer expectations. Here are some key points to guide these improvements:

Get on board the omnichannel train: Consumers want to interact with brands using their preferred channels. The top five of which are telephone, email, live chat, online portal/FAQ and search engine, according to a 2015 report from Microsoft. Despite telephone’s popularity, Microsoft found that 57 percent of people in the U.S. typically begin brand interactions online; 35 percent begin with the telephone.

First call resolution: Customer satisfaction with contact centers goes hand in hand with the first call resolution (FCR) metric. In addition, even when FCR is achieved, satisfaction is decreased if the caller has to speak with more than one Communicator. On the flip side, the length of time it takes to achieve FCR is not a factor unless the call lasts more than 30 minutes.

Yet, most U.S. customers won’t wait on hold for service no matter how quickly their issues can be resolved. Only 43 percent of Microsoft’s respondents reported a tolerance for even a one- to five-minute wait.

Personal customer care: Even the best technology, wonderful as it is at helping contact center leaders to forecast call volume and deploy skills-based routing, cannot replace the human touch. When customers are frustrated or angry, no IVR or self-help portal is going to be able to de-escalate emotions the way a responsive, empathetic Communicator can.

Whereas a 2012 Amdocs survey found that 75 percent of consumers would prefer to use online support if it were available, a new Verint study shows that human involvement is a critical component in solving queries, especially when complex or sensitive. In fact, four out of five of the 24,000 respondents to Verint’s interview prefer that customer service continue to include human interactions.

Your contact center is critical to creating a customer experience that can differentiate your company in the marketplace. Deploy technologies and strategies now that will show your customers how much you value their business.