Forrester

Why Read This Report

Consumers report low satisfaction for conversations with call center agents. PC manufacturers, TV service providers, and Internet service providers receive the brunt of their ire. The good news? The satisfaction scores for individual brands in some industries are so low and so tightly grouped that the door is wide open for any company that decides it wants to differentiate on call center customer experience. However, to do so will require a strong focus on callers' needs and a rethinking of typical efficiency metrics like average handle time. Companies that want to embark on this journey need to conduct in-depth caller research and create a shared understanding of callers' attitudes and motivations throughout their organizations.