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Perceived Service Quality Deteriorates

Service quality is an important differentiator for businesses. Service quality is an important part of a customer's satisfaction with a company. However, customers perceive service quality as getting worse.

  • Prozessautomatisierung RTIM Call Center Software RPA IT process automation .

The university of Darmstadt, on behalf of the gkk DialogGroup has researched the perceived service quality in Germany and the results are devastating. 

In 2012, the overall rating of service quality was only satisfactory. In the previous study, it was still good. Particularly costly hotlines annoy consumers. Over 30 percent of participants perceive the overall service quality of businesses as "good". That means a decrease of almost a quarter in just one year. 

Particularly important for the service ratings are also security, trustworthiness, expertise and service channels. In these aspects, phone (87,5%) falls just behind email (91%). According to the study, these two channels are perceived as the fastest way of communicating with a company. Furthermore, calling is considered personal and uncomplicated. However, long waiting times and sometimes high costs for hotlines cloud the perceived service quality via phone.

The study shows, where manager and decision makers in contact centers have to act. Long waiting times and costs should be diminished. One way to do that is to improve the efficiency of processes and employees. The faster individual tasks can be completed, the shorter the waiting time for callers is and the lower the costs per call are. All of this will imrpove the service quality in contact centers. Effective trainings and coaching as well as the RTIM concept developed by almato, help to better respond to customers.

With RTIM (Real Time Interaction Management) all the relevant customer information is pulled in real time from the different software systems and analyzed without making a back end integration necessary. On basis of user defined business rules the software gives employees next best action recommendations that help the employee to make the right decision for the customer and the company.

Moreover, quality monitoring and coaching programs can further improve the service quality.

Peter Beckschaefer      12. March 2013

Author

Peter Beckschaefer

Peter Beckschaefer

Peter Beckschaefer is a Sales Manager at ALMATO

Peter started his career in banking and then studied business studies at the University of Tuebingen. After successfully completing his studies, he worked as a marketing consultant for banks before switching to the world of call centers in 2004, when he started as Accoung Manager at EXCELSIS Information Systems.

Since 2006 Peter Beckschaefer consults ALMATO's clients in the implementation of innovative Robotic Process Automation and Contact Center solutions.