How Satisfied Are Consumers With Phone Experiences In 2010?

For many companies, the phone is a major channel through which they interact with customers. Forrester surveyed 4,653 consumers to find out how satisfied they were with the phone interactions they had with companies across 13 different industries. Marriott Hotels & Resorts received the highest phone satisfaction scores in our survey, while leaders from the insurance and brokerage sectors filled out much of the top 10. Low-scoring firms in the telecom, health plan, and credit card industries came in at the bottom of the list. To improve phone experiences, customer experience professionals should use research and voice of the customer (VoC) data to understand why customers call and what they want from the company when they do. Based on a solid understanding of customer needs, firms can use inexpensive methodologies to benchmark their phone experiences and look for small changes that benefit both callers and their companies.