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6 signs that your customers might not understand you

1 Minute Read

Statistically 4 out of 5 customers will choose another supplier if their initial experience is poor with a brand or organisation. If any of the 6 points below ring true with your contact centre operation, it could be that your customers simply don't understand what you are trying to say to them. It can be fixed, but how long will they continue to put up with it for...?

6 signs that your customer might not understand you


What's the impact on your operation?

1. Sustained high call volumes to contact centre

Unrelentingly high call volumes to a contact centre over time is a bit like a flashing red warning sign – you simply cannot ignore it. Not only can it have a seriously adverse effect on your operation internally, but your customers sure won’t be pleased either.

2. Agents repeating themselves over and over again

This one’s easy to do something about! If you’re finding that your agents are repeating themselves call after call, then it’s clear that this particular topic is a problem for your callers. Why not try addressing their FAQs in the queue or if it’s a big enough issue, right up front in the IVR?

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3. Low CSat (Customer Satisfaction) scores

This is a key performance indicator for most contact centre operations, so if you’re scores are on the low-side, it’s important to analyse the reason for this. If a customer consistently fails to understand your literature or communications, it will only lead to perpetuate dissatisfaction thus leading to a low CSat score.

4. High average call handling time

If agents are spending a lot of time explaining concepts to callers, or are addressing several different issues, this can easily begin to significantly increase average call handling time. Consider offering the option to channel-shift to alleviate your agents’ time. Video and email are great examples of how this can work seamlessly.

5. Spikes in contact when you send out written communications (ie. Emails/ letters)

Unless inbound contact is the desired outcome, this can be extremely frustrating for any contact centre team and a sure sign that your customer doesn’t understand what you’re contacting them about. Read our top 7 ways to improve written customer communications for more insight on this.

6. Lack of online self-service

Do you offer a self-service platform online? Whether it’s paying a bill, council tax, or an e-commerce platform. Rely on your completed goal metrics to see if it’s working for your customers. If they just end up calling your contact centre anyway, what’s the point in offering an online solution?

Adam Sideserf

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