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What Makes A Good Customer Call Experience?
[May 16, 2007]

What Makes A Good Customer Call Experience?

A recent survey by Ernan Roman Direct Marketing answered this question: What makes for a good customer service call experience?  
  • 71 percent—An easy menu to reach appropriate information
  • 70 percent—A person who understands my issue
  • 69 percent—A person who speaks clearly; is easy to understand
  • 67 percent—First call resolution

Note: there could be more than one answer to the question which is why the numbers don’t add up to 100 percent.

This survey reinforces the simple acronym KISS (Keep it Super Simple) as far as the menu is concerned.  However, be sure and have an option to talk to a human.  In other words, a zero out option.
No one can ‘understand my issue’ if they are not listening to me – so proactive listening is a must.  When the customer is done speaking, you could ask them ‘is there anything you want to add before I respond?’ and then proceed accordingly.
I, as a customer, cannot understand someone who doesn’t speak clearly, or who is not easy to understand.  What to do?  For clarity, slow down, pace yourself when you respond, and even ask the customer, ‘am I being clear?’. 
First call resolution, its importance, and impact has been addressed several times in this column; it continues to remain the number one driver of customer satisfaction.
ROSANNE D'AUSILIO, Ph.D., an industrial psychologist, master trainer, consultant, customer service/communications expert, and head coach, is President of Human Technologies Global, Inc., specializing in profitable call center operations in human performance management.  Over the last 20 years, she has provided needs analyses, instructional design, and customized, live customer service skills trainings.  Also offered is agent and facilitator university certification through Purdue University’s Center for Customer Driven Quality.
Known as 'the practical champion of the human,' she authors the best sellers “Wake Up Your Call Center: Humanize Your Interaction Hub,” 4th ed, “Customer Service and the Human Experience” (co-authored with Dr. Jon Anton) and Lay Your Cards on the Table: 52 Ways to Stack Your Personal Deck (includes a 32-card deck of cards), available at as well as her popular ‘tips’ newsletter on How To Kick Customer Service Up A Notch! at
Rosanne is also a Certified Call Center Benchmarking Auditor through Purdue University's Center for Customer Driven Quality.  This certification training focused on the access and use of key performance data to help better understand benchmarking results so as to advise on practical solutions for improvement.
The Impact of Conflict Management Training on Customer Service Delivery—Rosanne’s case study in partial fulfillment of her doctoral degree--took place at a utility’s call center.  At their request, it focused on their longest and hardest call—a complaint call.  The results, not only statistically significant for academia, had quite an impact on the center’s bottom line.  By the utility’s calculations, it saved $325,000 annually, or the equivalent of twelve agents.
For 10 years prior to starting her own organization, Rosanne had responsibility for marketing, budgeting, promoting and ultimately producing domestic and international computerized trade shows in the US, London, Belgium, and Frankfurt.   She inaugurated, created, trained and directed a telemarketing on-site staff (which today would be called a ‘call center’).                                                                             
She sits on the Advisory Board of Help Desk Professional Association, is a columnist for on Call Center Training, and represents the human element on the Advisory Board for an Italian software company.  She authors numerous articles for industry newsletters, and is a much sought after dynamic, vibrant, internationally prominent keynote speaker.

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