We talk often about building a relationship with our customers, but are we driving them into channels that prevent us building the relationship? I really like using online channels for research, and simple queries, but when I want confirmation, or I have a difficult/complex issue then I never find online flexible enough. As for social media? Great for whinging, or whining about companies, but getting something achieved over it – no chance.
Looks like I’m not alone either, this great research from Ovum shows that people still turn to the phone to get first call resolution
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It’s not just the over 50 generation either, across all generations there is a clear need from customers to talk with someone when you need something resolved.
Let’s forget using First Contact Resolution, and keep it as First Call Resolution – it better reflects what our customers want from us.