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Call center voice quality can cost sales

Posted by Michael Bloch in web marketing (Thursday September 23, 2010 )

You can have the best web site in the world, the slickest shopping cart and a great marketing team – but if your call center isn’t up to scratch, it’s going to cost you big time.

I don’t know how many times I’ve hung up on a customer service or sales person when I couldn’t understand what they were saying. In the early days I used to battle through it, but it’s become so prevalent, I don’t really care if I hurt the person’s feelings at the other end now and when it comes to financial transactions, miscommunications are not an option.

It seems I’m not alone.

A multi-country survey carried out by Empirix Inc. has found seventy-nine percent of consumers have experienced poor voice quality when contacting a call center.

Poor voice quality can mean a few things – it can be an operator with a heavy accent, or gremlins in the company’s VOIP (Voice Over IP) system.

Aside from the frustration it causes to the customer, the sit-up-and-take-note point for companies is that thirty percent of consumers who experienced poor voice quality said that it happened in more than half of their calls, with over two-thirds of those saying that they would usually hang up as a result. If it was a sales related enquiry, they would call a competitor instead.

I’ve often wondered if some companies actually like having poor call quality as it discourages people calling for support, which would be a little short-sighted, but applying the same to sales would be really shooting yourself in the foot.

The survey had more than 5140 responses and included call center and IT Professionals in the US, UK, France and Germany as well as 3,925 consumers.

You can download the associated whitepaper: Could You Repeat That Please? here.


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