Just one in five customers get through to a business the first time they call, according to new findings.
In a survey of over 2,000 adults in the UK conducted by Censuswide on behalf of 8x8, just 22% of people said that the last time they phoned a company the call was answered first time.
More than a third (35%) of those who couldn’t get through to anyone first time were new customers looking for information on products, trying to open an account or make a purchase. Clearly the implication is that brands could be missing out on a large number of inbound enquiries from potential customers.
However, event when customers do manage to get through to someone, businesses are still at greater risk of losing them to a competitor while they’re on the phone than they realise – with 12% revealing that they start searching for competitors online during a call. And this number rises to more than a quarter (26%) of young people aged 25-34, who seem to have a much lower tolerance of bad service.
The findings should be of most concern to utility companies, telecoms and government firms, as customers rated them worst for service on the phone. At the other end of the spectrum, property, travel and tourism and media companies were rated the best.
Neil Davey is the managing editor of MyCustomer. An experienced business journalist and editor, Neil has worked on a variety of newspapers, magazines and websites over the past 20 years, including Internet Works, CXO magazine and Business Management. He joined MyCustomer in 2007.