Synovate Introduces Call Centre Benchmark

ViewsCast, a division of Synovate, has launched a global benchmarking study into customer satisfaction with call centres. The Global Scorecard will offer companies a benchmark against which to compare their own performance and a list of the key factors that drive satisfaction with call centres, along with tips for best practice.

The study will be underpinned by ViewsCast's automated interactive voice response (IVR) system, currently used by many call centre clients to assess customer satisfaction directly after a call. A tiny subset of a participating call centre's customers will be channelled into the ViewsCast system to complete the Global ScoreCard questionnaire. Customers are asked about satisfaction with service, as well as the length of call, how many times they have called, how many people they spoke to, and whether their query has been dealt with.

ViewsCast will also conduct an operational questionnaire, which is completed by the call centre manager, and covers the location and size of the centre, call volumes, wait times, and staff training.

Each quarter, participating companies will receive a report showing how their call centres compare with others in the same industry, across countries and across regions. As the survey is rolled out to more companies, ViewsCast hopes to analyse data by various criteria, including region, type of call, and customer demographics such as gender and age.

A pilot study was conducted across call centres from various industries, with customers from the UK, US, Western Europe and Asia Pacific. The research identified the key attributes responsible for satisfaction, and uncovered various insights such as the fact that older callers tend to be more critical of call centre interactions. Bruce Wells, CIO of Synovate, said the pilot results highlighted issues for clients to work on, and says he looks forward to even 'greater insights into industry and regional differences'.

More information is available online at www.viewscast.com/globalscorecard

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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