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Good Customer Service: Consumers Don’t Want To Talk About It

  • Speed Up or Lose Out Warns Avaya As Global Contact Center Consumer Preference Report Reveals Speed and Quality of Service are Key to Customer Retention

Key Takeaways:

  • A third of European consumers would like to use mobile phone applications to resolve customer service issues as the phone falls out of favour
  • Speed of query resolution is the most important factor in delivering an ideal customer experience
  • Nearly a quarter of consumers globally rank good customer service second only to value for money when deciding on brand loyalty


The 2011 Global Contact Center Consumer Preference Report published today by Avaya, a global leader in enterprise communications systems, software and services, reveals that quick query resolution is the most important factor for European consumers when interacting with a company or brand.


Forty two per cent of consumers globally rank speed of query resolution as the most important factor when rating an ideal customer service experience. Across Europe the figures are broken down as UK 41%, Germany 48% and France 44%.


“Based on this survey the message from consumers is clear: Time is money! The less time they spend interacting with your contact centre the happier, the more loyal and more lucrative they will be. This is a global trend with European customers amongst the most passionate advocates.”



In fact, consumers globally rank good customer service second only to value for money when listing factors that determine brand loyalty. Poor contact centre service would make a third (34%) of French customers move their business elsewhere while in the UK and Germany around quarter (27% and 24% respectively) would end their relationship with a company if the customer service did not meet their expectations.


The way in which consumers want to interact with companies is changing to reflect this. Over a third of consumers in UK and Germany (36% and 34% respectively) would like to use Smart phone apps to resolve queries while in France the figure is slightly lower (30%). Globally the phone is out of favour with 40% of consumers agreeing that they would prefer to use other methods to interact with customer service centres. This figure rises to 51% in Germany, the second highest figure globally.


Instead email and web self-service are increasingly popular. Globally, 55% of consumers would choose to interact with contact centres via email while 38% would choose web self-service. This trend is echoed on a country basis with 73% of German, 62% of UK and 48% of French consumers listing email as a preferred mode of communication. Similarly over a third (34%) of German and UK consumers would opt for web self-service with a slightly lower number (29%) in France citing this as their preference.


“Consumers have embraced new modes of communication. They like the speed and convenience that smartphone apps bring to their lives and want this replicated in their dealings with businesses. The good news for companies is that, implemented correctly, these new tools can improve agent response times, increase customer personalisation and actually deliver a lower cost of service.”



For companies not prepared to adapt to changing customer demands, the bad news is that 86% of customers would tell friends and family about a negative customer service experience that caused them to move their business. Top of their annoyance list is poor customer agent knowledge, waiting too long to speak with an agent and then having to repeat themselves.


Gartner positions Avaya as a global leader in contact centre technology in its Gartner Magic Quadrant for Contact Center Infrastructure, Worldwide.


Additional Resources



Contact Centers, Call Center, First Call Resolution


About Avaya

Avaya is a global provider of business collaboration and communications solutions, providing unified communications, contact centres, data solutions and related services to companies of all sizes around the world. For more information please visit

Certain statements contained in this press release are forward-looking statements. These statements may be identified by the use of forward-looking terminology such as "anticipate," "believe," "continue," "could," "estimate," "expect," "intend," "may," "might," "plan," "potential," "predict," "should" or "will" or other similar terminology. We have based these forward-looking statements on our current expectations, assumptions, estimates and projections. While we believe these expectations, assumptions, estimates and projections are reasonable, such forward looking statements are only predictions and involve known and unknown risks and uncertainties, many of which are beyond our control. These and other important factors may cause our actual results, performance or achievements to differ materially from any future results, performance or achievements expressed or implied by these forward-looking statements. For a list and description of such risks and uncertainties, please refer to Avaya's filings with the SEC that are available at . Avaya disclaims any intention or obligation to update or revise any forward-looking statements, whether as a result of new information, future events or otherwise.

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