According to the latest research from the CCMA (Call Centre Management Association) which was supported by Odigo, the leading Contact Centre-as-a-Service (CCaaS) provider, the proportion of people in the UK who believe customer service is worsening (34%) is almost double those who believe service is improving (18%) in the past year.
Factors such as the cost of living and energy crisis are fuelling rapid escalations in customer demands and expectations and their need for support. Compounded by increased media attention on customer service, customers are hyperaware of the service they are getting versus the service they expect.
As such, contact centres are updating and realigning existing processes and policies to avoid causing a significant mismatch between customer experience (CX) expectations and realities.
The CCMA’s research further reveals that over half of people (53%) find it hard to manage their finances, with 42% of this group believing customer service has got worse this past year. As customers continue to feel multiple pressures on their finances, the urgency of their queries requires faster, yet more complex, resolutions.
“This year we are seeing the impact of economic pressures on consumers, expressed in a downward turn in perceptions of customer service,” said Leigh Hopwood, CEO, CCMA. “During these difficult times, soft skills such as empathy, reassurance and human assistance are more important than ever in the contact centre. As is addressing the root causes of customer frustration and finding ways to protect and support the people on our contact centre front lines.”
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