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sectors top the chart, however, these same consumers, who rated these sectors highly, when asked who provides the worse service, nominated the same sectors.


When respondents were asked what defines a good call centre, men preferred issue resolution compared to women who prefer a positive attitude. Combined, the top qualities required are:


1 Resolve problems quickly / Efficient / Responsive


2 Do their best to resolve / Willingness to help / Positive attitude


3 Friendly / Polite


4 Answer phone promptly / no queue


5 Listen to what I need / Understanding / Make you feel valued


Respondents were also asked what defines a bad call centre, with men most annoyed with being on hold for too long and women not being listened to, the top five experiences are:


1 Unhelpful / don’t resolve issue / don’t listen


2 Too long to answer / long queue / never answer


3 Difficult to understand / Poor English / Foreign


4 Rude / arrogant / disinterested


5 Too long on hold


Overall TV, Internet and Telecoms and the Public sector, are the worst performing with Financial and Retail sectors performing the best.


Melanie Darvall, director marketing & communications, Whistl, said: “We all have


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experience using call centres and that probably explains why consumers are so strident in their unforgiving nature when they feel they have been treated poorly. People are looking for help when they call a company and if they are given the impression that no one is listening or unhelpful ie ‘the computer says no’, they will walk.


“Companies cannot be complacent when considering their call centre operations, a bad experience will cost them revenue. As medium sized etailers grow and look to expand their customer support they must ensure that the experience aligns with their brand values. They must treat customers how they would want to be treated when calling a call centre helpline.”


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