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Call centres need to understand what their customers want,
says Mike Cleugh of Dimension Data.
I heard you the first time
- Part 1 | Part 2
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Mike Cleugh: one of the biggest challenges
for any call centre remains that of agent training
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Call centres tend to equate good customer service with the
speed at which they answer and handle calls. But independent
research carried out by Dimension Data suggests that what
customers really want is the resolution of their problem at
the first time of asking. This was considered even more important
than a ‘friendly or helpful manner’ or ‘providing additional
relevant information’.
However, achieving so-called ‘first contact resolution’ is
not a challenge to be taken on lightly. It may call for serious
investment, not just in people but also in technology and
management culture.
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Consultants' Advisory 2005
Copyright © 2005 |
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