The CCA have announced that its leading member organisations are scoring high with customers in service delivered through contact centres.

“There is always a cost pressure in the delivery of customer service and the dilemma at Board level of how to deliver more for less. Having access to research like this, on a collective and individual level, is invaluable in order that we can measure what really matters to customers.”

CCA’s Customer Experience Council ended 2009 on a high with customer satisfaction benchmarking scores averaging 84%. The newly formed group is a new service offered by CCA to help organisations measure what matters in order to retain customers.

Results from recent research revealed that dealing with a knowledgeable person is the most important factor for a successful customer experience - far outweighing importance placed on other factors such as time taken to answer or opening hours.

Anne Marie Forsyth, Chief Executive of CCA commented, “This is not at all surprising given the high complexity of enquiries from customers who are concerned about a whole range of issues affecting their lives during a difficult economic climate. It is clear that investment in customer service, and resisting temptations to cut costs at the customer’s expense, will pay off as we look forward to better times ahead.”

CCA Research Director, Marcus Hickman said, “There is always a cost pressure in the delivery of customer service and the dilemma at Board level of how to deliver more for less. Having access to research like this, on a collective and individual level, is invaluable in order that we can measure what really matters to customers.”

Through its Customer Experience Council, CCA has measured customer satisfaction for call handling across the 21 leading organisations who take over 400m phone calls each year. From this data, 84% of customers are satisfied with the service they have received.

7th January 2010