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A new report by the ECCCSE (European Contact Centre & Customer Service Exchange) and CCMA (Call Centre Management Association), supported by Odigo the European leading Contact Centre as a Service (CCaaS) provider, that meets all EU regulatory and compliance requirements, reveals the changing customer service landscape across six of the largest markets in Europe.
Almost one in three (31%) consumers across the United Kingdom, France, Spain, Germany, Belgium and the Netherlands believe customer service has got worse in the last 12 months. A thriving e-commerce market has exposed many UK consumers to slick digital experiences which they have come to expect from all sectors and brands. At the same time financial and political concerns are shifting the context of support with feeling the financial hardship. This combination of expectation and economic climate is powerful. The report reveals that consumers across those six countries who are feeling the financial pinch are more likely to think customer service standards are declining – with over a third (38%) of those struggling with finances believing that customer service has got worse in the last 12 months. There is also the additional challenge of stability, with 44% of UK consumers saying they are less certain about the future. The findings indicate this increased need for support, one of the major factors impacting customer service perceptions, is set to continue.
Importantly for organisations serving customers in multiple European countries, there are several trends in the data which can help brands tailor effective customer-centric strategies. Such as customer preferences when it comes to self-service or certain queries. Out of the six markets, for example – while the UK and Spain both rank the highest for negative opinion of customer service – Spain also had more positive ratings and better overall result. Additionally, sectors on the front line, fielding high numbers of calls from vulnerable citizens in difficult times, received poorer feedback, namely utilities and government. Both are among the sectors most affected by ongoing global economic and social upheavals.
Leigh Hopwood, Managing Director of ECCCSE and CEO of CCMA says, “This research reveals how a challenging economic and political environment is taking its toll across Europe. And in a time of widespread uncertainty and financial constraint, more than ever people all across the continent need and expect timely resolution to their queries and problems.“
Melissa Cowdry, Director of Field Marketing at Odigo comments, “Success will depend on leadership in the field of customer experience, based on the capacity to listen to consumers, qualify and predict their needs as well as supporting agents with powerful CCaaS solutions driven by AI and data.”
About CCMA
For nearly 30 years, the CCMA (Call Centre Management Association), as the longest established contact centre industry body, has been dedicated to supporting contact centre leaders across the UK. Founded on the principles of sharing best practice and networking to improve skills and knowledge, the CCMA is a thriving community that represents leaders from a huge cross-section of the industry.
Membership of the largest community in the industry offers unique opportunities, such as free annual benchmarking of 20+ KPIs, free entry into the UK National Contact Centre Awards and free tickets to the UK National Contact Centre Conference, invites to Executive Networking Dinners and exclusive events for members-only. Members also benefit from discounted training through the UK National Contact Centre Academy, the industry’s training partner.
To support the industry further, the CCMA conducts regular original research for download, including the annual Voice of the Contact Centre Consumer research, the Evolution of the Contact Centre tracking the industry’s progress and Good Practice Guides on a variety of topics.
About Odigo
Odigo is a leading provider of Contact Centre as a Service (CCaaS) solutions that facilitate communication between large organisations and individuals using a global omnichannel management platform. With its innovative approach based on empathy and technology, Odigo enables brands to connect through the crucial human element of interaction, while also taking full advantage of the potential of digital. A pioneer in the customer experience (CX) market, the company caters to the needs of more than 250 large enterprise clients in over 100 countries.
The latest customer service trends in six European markets are revealed in new report supported by Odigo.
We’re in the top 25% of companies for sustainability.
The Call Centre Management Association (CCMA) have done it again with another enlightening look at the state of service from both sides of the equation.
