Is Your Contact Centre Routing Creating Dissatisfied Customers?

A woman stands in front a yellow wall, she holds the phone away from her in disgust
Filed under - Industry Insights,

Josh O’Farrell of Spearline argues that your business may be unaware that your contact numbers are not routing optimally, creating dissatisfied customers.

For any successful relationship to work, both sides need to make sure there is some form of connection with the other. Whether it is similar interests, hobbies, or goals, it always boils down to having strong communication. Communication is key to a successful business, especially when it comes to customers.

So, what happens when there is a natural breakdown in communication due to lines not routing optimally?

There is a massive dependency on telecommunications services to connect with customers in the interest of efficiencies. Telecommunications has provided great business benefits, introducing more flexible working for employees and allowing businesses to interact easily with customers globally. This direct, personal relationship should prove to be efficient in gaining success with customers.

According to a RightNow Technologies Customer Experience Report, 86% of adults are willing to pay more for better customer experience, and 73% of US adults said a friendly customer service made them fall in love with a brand.

Not only will the brand receive happy, loyal customers, but it will see increased business. With this in mind, the sector focus is clear: customer satisfaction.

Dissatisfied Customers

It is obvious that an unhappy customer is bad for business. Unhappy customers draw away from the company, shattering connections, resulting in permanent loss of revenue.

Most businesses may not realize that customers are dissatisfied with the company as a result of their numbers not routing optimally. A skillfully planned network routing should help to deliver the perfect customer experience, providing a quick and easy resolution to their query. However, network routing in the wider public network can be unpredictable, leading to poor service, endless frustration, and customer churn.

By the time the business has figured out this problem, it may be too late. The customer has moved on, and it is always difficult to claim them back. Ensuring your customers’ needs are heard through your sales or support desk is essential.

What Does This Mean?

Increasing calls to a sales desk mean more revenue for the business, more satisfied customers and existing customers contributing more to business growth. A business with a secure connection and a healthy relationship with its customers promotes loyalty, and also creates brand evangelists, thus increasing revenue.

For example, in financial services, a 5% increase in customer retention produces more than a 25% increase in profit. Why? Returning customers tend to buy more from a company over some time. As they do, the business’s operating costs to serve them decline.

Josh O’Farrel

Josh O’Farrell

What’s more, returning customers produce good word-of-mouth, while also upgrading to pay a premium to continue to do business with you rather than switch to a competitor.

Businesses should be built around how to deliver excellent customer service, generating more revenue to grow. Ensure that your calls are routing optimally for customers, keeping them happy with your business.

For further information, visit:

Author: Robyn Coppell

Published On: 4th Nov 2019 - Last modified: 25th Jan 2023
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