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TRENDS IN CUSTOMEREXPERIENCE

CONTACT CENTERS

2019

THOSE WHO SPEAK DIRECTLY WITH A LIVE AGENT ARE MORE SATISFIED THAN THOSE WHO FIRST REACH AN IVR

1

2

3

CONTACT CENTERS MUST IMPROVE THE CUSTOMER EXPERIENCE

CONTACT CENTER SATISFACTION INDEX (CCSI)

THREE AREAS FOR IMPROVING THE CUSTOMER SERVICE JOURNEY

Source: CFI GroupContact Center Satisfaction Index

©2019 CFI Group

®As founding partner of the American Customer Satisfaction Index (ACSI), CFI Group provides customer insights using patented technology and over 30 years of expertise.

73 *To improve customer satisfaction with the contact center experience and

resulting customer actions, contact center managers must prioritize operational

improvements among the six elements of the contact center experience.

EMPOWERING AGENTS TO SOLVE CUSTOMER PROBLEMS

DESIGNING BETTER IVR FLOW TO REACH LIVE AGENTS

MAKING CHAT AVAILABLE FOR MOBILE DEVICES

44% REACH A VERSION OF IVR WHENTHEY CALL CUSTOMER SERVICE

48% OF THOSE WHO TRY THE COMPANY WEBSITE BEFORECONTACTING CUSTOMER SERVICE USE A MOBILE DEVICE

+27%

CUSTOMER SATISFACTION WITH THE CONTACT CENTER EXPERIENCE IS DOWN

2014 2015 2016 2017 2018 2019

63

67 6768 68

63

69

72

68 6870

683%

Using a 0-100 scale

PRIVATESECTOR

GOVERNMENT

AGENT EFFECTIVENESS72

AGENT DEMEANOR80

AGENT KNOWLEDGE74

AGENT EMPOWERMENT69

AGENT COMMUNICATION78

IVR SYSTEM52

SATISFACTION DRIVERS

74

82

76

72

80

56

2018SCORE

2019SCORE

2%

3%

3%

3%

4%

7%

SIX DRIVERS OF AN EFFECTIVE CONTACT CENTER EXPERIENCE

DATA MODELING SHOWS HOW SATISFACTION DRIVERS IMPACT CUSTOMER ACTIONS

Phone

76%

Bank/Credit Union72

Retail69Property & CasualtyInsurance 70

Cable or Satellite TV64

Health Insurance65Cell Phone Service70

CCSI SCORES BY INDUSTRY

HIGHIMPACT

MEDIUMIMPACT

KNOWLEDGE

EMPOWERMENT

EFFECTIVENESS

IVR SYSTEM

LOWIMPACT

COMMUNICATION

DEMEANOR

Interactive(Online) Chat

Email

21% 13%

TOP 3 CUSTOMERSERVICE CHANNELS

+40 When issue is resolved by one agent instead of three or more

When issue is resolved on first call instead offour or more+40When issue is resolved within 5 minutes instead of 30 or more+38

HIGHER CCSI

CUSTOMERS DON’T WANT TO SELF SERVE WHEN CALLING

CCSI OF CUSTOMERS WHOCALL CUSTOMER SERVICE

CCSI OF CALLERS WHO REACH AN IVR SYSTEM

75Agentonly

Some orall IVR

59 IVR was sufficient

Skipped IVR,reached agent

Tried IVR, butneeded agent No agent

available

7162

54 51

CUSTOMERS WHO CANNOT SELF SERVE GET FRUSTRATED WITH IVRMethod tried before

contacting customer serviceCUSTOMER

SATISFACTION

57

63

10%

LOYALTY LIKELIHOOD TORECOMMEND

60

62

3%

70

71

1%

TRIEDWEBSITE FIRST

DID NOT TRY TO RESOLVE FIRST44%

36%

41%

SOME ORALL IVR

ONLINE CHAT USERS AREMORE SATISFIED THAN AVERAGE

SATISFACTION

75

68

RETURN

81

75

RECOMMEND

78

69

Customer Experience Scores

Overall

Used chat

64% Tried company mobile website, mobile app, or other mobile website prior to contacting customer service

MANY CUSTOMERS TRY TO SELF SERVE ON A WEBSITE USING A MOBILE DEVICE

MOBILEAPP

20192018

15% 19%27%

* Multiple responses allowed

48% MobileDevice

40% Laptop

39% Desktop

2019

COMPANYWEBSITE 57% 47%18%