Firms 'losing out' due to inefficient call centres

Date: 12/10/2011

Businesses are missing out on £1.1 billion annually by not using integrated computer systems in their call centres, one technology provider has claimed.

According to InfinityCCS, companies are operating inefficiently because staff have to access multiple applications to address customer queries that come through on lines, such as those using non-geographic numbers.

Customer satisfaction can be adversely affected if staff need to jump between programs to find answers, the firm said, noting the practice can also hamper training and increase the average length of the call.

InfinityCCS based its calculation on the 2011 UK Contact Centre Decision-Makers' Guide from ContactBabel, which revealed 85 per cent of call centres say their staff do not use just one app.

"Where multiple applications are used to support customer interactions, a high level of skill and experience is required to navigate them successfully," observed principal analyst at ContactBabel Steve Morrell.

SouthWestern's Jim Costello recently argued customer satisfaction should be paramount for call centres and must not be sacrificed for cost-cutting.