Most business leaders are aware of the incredible power of contact centre analytics when it comes to strategic planning and resource optimisation. But one area where the industry is lagging behind is advanced analytics, particularly real-time analytics. A McKinsey report suggests that just 37% of organisations feel they are using advanced analytics to create value – this means they are missing out on a significant cost advantage and opportunities to improve customer satisfaction.
Understanding the Reasons Behind Customer Dissatisfaction and Unhappiness
To apply real-time analytics for handling unhappy customers, one must first look at the root cause of dissatisfaction and unhappiness.
Most of your regular callers are likely to be loyal customers, and one outlier experience is unlikely to influence their loyalty to the point of churn. Real dissatisfaction or unhappiness is a cumulative result of several poor experiences, and therefore, should be nipped at the bud.
Customer unhappiness can usually be traced back to:
- An inability to convey the root cause of the problem to the agent
- An underlying frustration with the product quality
- Having to repeat information, long waiting times, and other operational inefficiencies
- Atypical behaviour on part of the agent, such as compliance violations or abusive language
- Lack of first call resolution
- Lack of acknowledgement of negative customer sentiment
Unhappy customers can prove very costly for a business. Research suggests that a happy customer will tell three people about their experience, while an unhappy customer will complain to ten people. 13% of dissatisfied customers will tell 20+ people adversely impacting your brand reputation.
