In January of 2023, I wrote an article about how timeliness of resolution is the highest weighted driver of customer satisfaction for a phone interaction and discussed how the call recap is a data-driven strategy to improve the perception of resolution.
In May, we observed a troubling trend: customer perceptions of resolution and agent knowledge were declining. This was particularly evident in cases where customers were transferred, often requiring them to repeat information. This diminished caller confidence in the agent's comprehension of their problem and their ability to effectively to find a solution.
To gain a deeper understanding of why respondents reported unresolved calls, we analyzed additional data. When respondents indicated that their issue was not resolved, they were asked a series of questions to determine the specific reasons from their perspective.
Upon further analysis, four primary diagnostic drivers emerged, and one which had a significantly smaller incidence. The four primary drivers are listed first, followed by the secondary factor:
Authorization Issues: The representative was not authorized to provide resolution
Broken Promises: Follow-up actions promised by the representative did not occur
Misinformation: The representative provided information that was not accurate or complete
Lacking Details: The issue could not be resolved because the caller needed to provide more information
Communication Error: Miscommunication between the caller and representative
While all four primary reasons for unresolved calls were relatively equal, their impact on customer satisfaction varied significantly. Broken promises had the most detrimental effect, followed by miscommunication and inaccurate or incomplete information. Interestingly, when customers needed to provide additional information, overall satisfaction increased compared to other unresolved call categories. Instances where representatives lacked authorization had a minimal impact on satisfaction.
These findings underscore the importance of honesty and transparency. Overpromising and underdelivering on follow-up actions is detrimental to customer satisfaction. Openly communicating potential delays and next steps builds trust. Additionally, directly acknowledging when additional customer information is needed can mitigate frustration.
An example of this would be acknowledging a billing error and issuing a credit: “We’re so sorry that this billing error occurred, I know how frustrating that is. I’m going to correct the error by providing a credit to your account. It normally takes 2 billing cycles for the credit to post. Sometimes it may take longer, and if it does, please give us a call back.” This script clarifies expectations and outlines next steps. It instills confidence that your company understands, cares, and is dedicated to finding a solution.
In addition to honesty, our data also highlights the value of empowerment. Enabling representatives to resolve issues without escalation improves customer satisfaction. However, even when immediate resolution is not possible, clear communication and setting accurate expectations are crucial. Agents should be upfront when additional customer information is required to resolve an issue. Our data shows that attempting to resolve a problem without necessary information can significantly decrease satisfaction. Conversely, when customers understand their role in the resolution process, satisfaction levels increase, even if the issue isn't fully resolved on the first call.
By addressing these key areas, you can significantly enhance call resolution and customer satisfaction.
Key takeaways:
- Prioritize fulfilling promises and managing expectations.
- Improve communication and information accuracy.
- Empower representatives to resolve issues whenever possible.
- Be transparent about limitations and next steps.
By implementing these strategies, you can create a more positive customer experience and build stronger relationships.
Need Help? We’re here to provide the benchmarks, data, and best-practice insights needed to move the customer satisfaction needle the most with the least amount of cost and effort.
About the Author: Scott Killingsworth is Director of the Customer Service Advisory Practice at J.D. Power. He manages the Customer Service Certification programs and is responsible for developing and maintaining the standards and operational benchmarks for the program.
The Data Behind the Insight: Each December, J.D. Power analyzes hundreds of thousands of customer service interactions across industries to develop benchmarks and to understand what is driving customer service interactions. This enables customer service leaders to understand the level of service they are providing based on customers’ expectations, and what can be done to increase not only satisfaction with a discrete customer interaction, but outcomes that impact the bottom line: repeat calls, likelihood to purchase/repurchase or to recommend to friend or family member.
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