Merken druk met 9+ klantbeleving, maar telefonisch onbereikbaar

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De telefonische bereikbaarheid van organisaties is afgelopen jaar verslechterd. ‘Organisaties zijn druk bezig met hospitality en een 9+ klantbeleving, maar in de dagelijkse telefonie is deze ver te zoeken. Die conclusie trekt Quality Support uit eigen onderzoek op basis van ruim 15.000 mystery calls in 2017. De initiator van het onderzoek is overigens niet geheel zonder belang. Quality Support houdt zich namelijk bezig met het voor organisaties meten en verbeteren van de kwaliteit van klantcontacten. Quality Support zegt over het onderzoek: ‘Alle meetpunten zijn vooraf duidelijk gedefinieerd zodat objectiviteit zoveel mogelijk gewaarborgd is.’

Mede-eigenaar van Quality Support, Godert de Bordes, zegt dat in 1 van de 12 gevallen niet eens iemand aan de lijn wordt gekregen, zodat er teruggebeld dient te worden. In dat geval mankeert er iets aan de technische bereikbaarheid.

Kastje => Muur
Zijn compagnon, Ron Gubbels, vult aan: ‘Wat verder duidelijk uit onze metingen naar voren komt is dat de frontoffice (telefoniste of klantcontactcenter) goed bereikbaar is, maar vraag je vervolgens naar iemand uit de rest van de organisatie, dan start de zoektocht. In één op de zes gevallen kom je dan weer terug bij de telefoniste. In één van de vier gevallen kom je in een voicemail terecht.’

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Belofte maakt schuld
Beloftes om de klant terug te bellen worden, zo zou uit het onderzoek blijken, bovendien vaak niet nageleefd. De Bordes: ‘Wanneer je bij een collega uitkomt of terug bij de telefoniste, wordt er vaak een terugbelafspraak aangeboden. Ook wanneer je een voicemail inspreekt wordt er beloofd dat je wordt teruggebeld. Slechts in 62 procent van de gevallen word je binnen 24 uur teruggebeld.’

Niet geholpen
Het meest opvallende cijfer is volgens Gubbels dat de klant zich slechts in 67 procent van de gevallen geholpen voelt: ‘Dit betekent dat 1 op de 3 bellers zich niet geholpen voelt.

Belangrijke aandachtspunten uit het onderzoek zijn:
  • Slechts 67% van de zakelijke bellers voelt zich geholpen
  • 1 op de 3 medewerkers belt niet binnen 24 uur terug wanneer dit wel is beloofd
  • In 30% van de gevallen krijgt de klant niet het juiste antwoord
  • In 51% van de gesprekken wordt geen betrokkenheid en empathie getoond

Lees het volledige artikel  of ga naar gerelateerde merkopleidingen

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