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centres receive 420 million complaints each year
Research carried out by ContactBabel, the industry analysts, shows that 4.3% of calls received into UK contact centres are actually complaints.
"The UK Contact Centre Operational Review - 6th edition (2008)" is a survey of over 200 UK contact centre operations and their HR, technological, strategic and commercial issues. HR-related findings of the report include:
Although 420 million complaints are received by UK contact centres each year, only 14% of these are aimed at the contact centre itself
Contact centres report that an average of 67% of their customers give their business a maximum customer satisfaction rating
The telecoms sector - at 9.2% of all calls - receives the greatest proportion of complaints, and the finance sector (1.2%) the least.
The report's author, Steve Morrell, commented: "The vast
majority of complaints received by a contact centre are not about the contact
centre or its staff, but are caused by a breakdown of process elsewhere
in the organisation. However, the contact centre has to deal with the dirty
work, and further failures within the complaints procedure (or lack of it) can
see customers calling into the contact centre again and again, becoming more
irate each time, despite the underlying problem being outside the contact
centre.
"One way to alleviate this issue is for contact centres to
use call recording in order to understand why they are receiving certain types
of call, or to investigate the reason why a single customer calls many times.
This would allow them to identify patterns, and reduce the number of unnecessary
calls - for example, by placing the answers to a frequently-asked question on
the website or in the IVR announcement - or to fix a broken process that
customers had identified."
13th
September 2008
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