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A new global report by outsourced communications provider, Moneypenny, has revealed the impact of changing consumer behaviour on business communications.
Moneypenny, which handles 20 million interactions for 21,000 organisations each year, surveyed 2,000 consumers across the UK and US to identify trends in customer behaviour, communications preferences and the biggest gripes.
The findings revealed that despite the growing reliance on digital channels, the phone still comes out on top as consumers’ favourite method of contacting a business, with 35 per cent of those surveyed saying they prefer to call than use other tools.
Crucially though, data reveals that the nature of business calls has changed. According to the survey, 30 per cent of respondents make fewer calls than they did three years ago, yet 45 per cent admit to spending longer on the phone to businesses – demonstrating that inbound calls are more valuable than ever.
As a result, Moneypenny says call handlers are likely to face more urgent, complex and sensitive queries and must be prepared to deliver the appropriate level of care and attention.
Joanna Swash, CEO of Moneypenny, commented: “There’s a strong emotional rationale behind how an individual chooses to get in touch with a business. And with the phone, it’s increasingly because they have complex needs that require a blend of expertise, empathy and discussion that simply can’t be met any other way.
“These are the calls that businesses cannot afford to miss yet there remains a lack of understanding around the motivation behind customer calls that’s fraying tempers and testing patience. Only the businesses that appreciate the fact that inbound calls are driven by a specific need and give callers the time they need to find a solution, are the ones who will have happier, more fulfilled customers.”
The trend is consistent across all generations with at least 40 per cent of Gen Z, millennials, Gen X and baby boomers each reporting an increase in the amount of time they spend on the phone to organisations. The behaviour is mirrored between the UK and US, and the genders.
The survey also revealed that following a badly handled call, 36 per cent of people will take their business elsewhere, 34 per cent will make a complaint and a quarter will leave a negative review.
Swash added: “As a business that handles inbound communications for thousands of organisations across the globe, we understand the true value of these calls and the commercial and reputational impact of failing to handle them correctly.
“Businesses have a duty to do right by their customers and by prioritising caller experience, they can increase loyalty and stand out within their industry. It’s time to give calls the attention they deserve.”
To download the report click here.
FMJ, in partnership with PlanRadar, is pleased to bring together a panel of experts to discuss achieving ESG using the power of digitisation.
According to the Environmental Audit Committee (EAC) the UK’s built environment is responsible for 25 per cent of the UK’s greenhouse gas emissions, and a large proportion of the commercial stock in the UK requires further investment to become environmentally sustainable. With climate deadlines looming, urgent action is needed.
The pandemic taught us the importance of utilising digital technology to protect people. FMs are now aware of the use of accurate data to help manage assets as well as occupants, by streamlining maintenance programmes, monitoring building assets performance and measuring the amount of energy being used.
FMs have a key role in meeting ESG goals, which include:
* Environment: Meeting sustainability goals, including net zero targets, waste reduction and recycling
* Social: Maintaining health and safety, delivering social value, equality and diversity, duty of care and investment in skills
* Governance: Compliance with all regulatory requirements and legislation, and reducing errors by the use of robust data processes.
The webinar will take place on the 11th October at 11am.
Register for the webinar here.
If you are unable to attend please register and we will send through a recording of the event post webinar.
