MSPs
DELIVERING A
GREAT CUSTOMER CALL CENTRE EXPERIENCE SHOULDN’T BE HARD
Andy Venables, CEO of POPX, argues that customer experience is no longer about friendly service; it’s about delivering speed, personalisation and consistency across every digital touchpoint. In today’s e-commerce landscape, one misstep can cost a brand its loyalty.
‘ T
he customer is king’ has long been a widely adopted mantra in business. Te idea is simple: give customers a
great experience, and they’ll buy more, while advocating for you among friends and family. It’s a scenario that every company strives for, where loyal customers also become marketing assets. What constitutes a great customer
experience, however, has changed markedly over the years. No longer is it a case of providing service with a smile. In the competitive world of online shopping and e-commerce, it requires much more. Speed, convenience, consistency,
personalisation, friendliness, and human touch (i.e., the ability to create real connections in digital spheres) are no longer nice-to-haves but key ingredients that customers have come to expect. Get it right, and the rewards can be bountiful.
According to McKinsey, improving the customer experience has been shown to increase sales revenues by up to 7%. However, at the same time, this is firmly a double-edged sword, and the margin for error is incredibly slim. Indeed,
44 | September/October 2025
research also shows that more than half of us will jump ship aſter just one bad brand experience.
Call centres can be a make-or-break for customer experiences Today, one of the main determinants of a good or bad experience is the process of contacting a brand. Whether it’s for account or billing issues, order updates, technical support, or product and service information, calling a company is oſten the fastest way for consumers to get answers to their burning questions. Yet quickly, that can leave consumers feeling incredibly frustrated. Statistics show that nearly 70% of customers
are irritated when their call is transferred from one department to another. Meanwhile, almost 60% of customers feel that long holds and wait times are the most frustrating parts of a service experience. For consumers, call centres can be a major
sticking point. For brands, it is a major stumbling block. Yet given that consumers will happily move to alternative brands at the drop of a hat, it’s incredibly important for companies to get their ducks in a row.
www.pcr-online.biz
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