A new survey shows that companies still aren’t answering their phones, messages aren’t being passed on, phone numbers aren’t being listed on websites, and annoying ‘on hold’ music continues to drive people round the bend.
The survey, conducted among more than 1,000 consumers across the UK, by global communications company Moneypenny, showed that the top phone gripes in the North West were annoying hold music (46%), calls not being answered (44%), and being told to check the website (37%).
An additional Moneypenny survey showed that classical music was the most annoying type of music to listen to while on hold.
Further phone annoyances for those in the North West, revealed by the survey were:
Complex automated phone messages 28%
Feeling rushed and not listened to 20%
Background call centre noise 16%
Another huge bugbear revealed by the survey is that 69% of those in the North West said they get frustrated when businesses don’t include a phone number on their website.
However, despite consumer irritation with company calling experience, the phone is still the preferred channel when it comes to the preferred method of communicating with a business, voted for by 27% of those in the North West, which was followed by email at 24%.
The survey showed the number of calls to companies is declining in the North West, with 24% saying they are making fewer calls to businesses than they did three years ago, while only 20% say they are making more calls. However, calls to businesses are lasting longer (47%) which is more than many other region, eg compared to 37% in Yorkshire and Humberside.
Businesses ignore the importance of good call handling at their peril, and managing calls properly is more important than ever, as the survey suggests those in the North West call up when it’s really important:
41% if it was an urgent matter
31% if it was a complicated matter
18% if short on time
10% if it was sensitive
The power of a phone call in delivering excellent customer service is also shown in the fact that 69% of those in the North West surveyed said a great call experience is a positive differentiator for a company.
Similarly, a bad call experience could have repercussions for North West customer loyalty:
32% would complain to the business
30% would take their business elsewhere
26% would write a negative review
26% would call again and ask to speak to someone else
25% would spread the word to friends and family
Joanna Swash Group CEO of Moneypenny commented: “The results of our survey demonstrate the enduring popularity of the phone, despite the plethora of communication channels now available to us. Customers use the phone when they have an urgent or sensitive issue to discuss, so companies cannot afford to provide a poor call experience, or business will be taken elsewhere. By mastering the art of call handling, businesses can keep their customers happy and loyal and boost the bottom-line in the process.”
