Call Center Satisfaction Index 2011Source: CFI Group
A primary contributor to this leveling could be the shift to self-service, particularly via the web. In 2011, we found that 27% of respondents had first tried to resove their issues elsewhere prior to resorting to working with the call center. The primary alternate channel was far and away the web. At the same time, an increasing investment in call center technologies has enabled representatives to better serve consumers. This investment may have initially led to an increase in CCSI scores, but at some point these technologies also enable consumers to more effectively self-service via a company’s website.
It was/is this siphoning off of self-service tasks out of the call center that could be leading to a leveling off of CCSI scores in the middle 70’s range. As a result, companies are able to optimize the mix of technology and self-service such that the majority of “easy issues” are handled via web selfservice, leaving the more challenging issues for the call center representatives to address. We may be reaching a sort of “glass ceiling” through which it will be difficult to raise satisfaction further without some paradigm shifting technology or other market disruption.