If you’ve read our past blog posts, you’ll know we’re quite fond of statistics. We’re back again with some more shocking stats that should push you into action to prevent new and loyal customers from slipping through the net.
Think back to the last call you made to a company, was your call answered first time? If it was you’re one of the lucky ones, with 8x8’s recent research finding that a staggering 78% of callers hadn’t had their call answered the first time they rang. Meaning only 22% of your potential new customers, or loyal current customers, are reaching an agent on their first attempt.
What could you be missing out on? Well 35% of those callers were new customers. How off putting is it to call somewhere you’re looking to do business with, purchase something or find some information out, only to waste precious time calling back later? Your customers are trying to reach you and have made the effort to call directly, meaning you are potentially losing out on gaining new business.
The risk of new customers being put off doesn’t even end when they eventually do get connected, with 12% of those surveyed, that’s one in eight people, searching for a competitor whilst speaking with a company on the phone. You might also want to consider your audience, with this figure rising to 26% when focusing on young people aged 25 to 34. The tolerance for poor customer service is much lower in younger people, with the figures also finding that 26% of young people also named and shamed a company live on social media whilst on the phone.
Making multiple attempts to call a business is a huge pet peeve, it can be difficult to avoid if you are a busy company but you need to be able to manage the volume of calls or put measures in place to keep your waiting callers happy. You should review the technology you have in place, you could use a call back service, a message to direct waiting callers to other means of getting in touch, or take a look at our options for On Hold Marketing!
Just one in five people manage to get through the first time they call a business, which is a likely explanation to why 91% of us Brits revealed that we’d had a poor experience over the phone. We’re not shy about singing from the rooftops about it either, with almost three-quarters of those surveyed saying that they feel personally responsible to warn others about a company after they’ve received poor service. What you should also bear in mind is that for every one customer who makes a complaint directly, 26 remain silent only to share their experience through other means such as social media or word of mouth, the silent assassins who will be detrimental to your reputation.
Kevin Scott-Cowell, 8X8’s UK MD has a few words of advice;