Is it time to move on? The growing mismatch between retailers and their contact centre providers

This article was first published on Retail Sector on 2 September 2024.

Customer experience (CX) is the lifeblood of retail success, but many UK retailers find their contact centre providers falling short. With customer satisfaction in decline, as highlighted by the UK Customer Satisfaction Index (UKCSI), the gap between consumer expectations and the service delivered by contact centres is widening. It’s time for retailers to critically assess their current solutions and consider if their contact centre is truly meeting their essential needs.

Despite the rise of e-commerce, in-person interactions remain vital, with 46% of consumers still preferring to shop in-store for the personal touch and immediate product interaction it provides. However, the expectation for seamless, omni-channel experiences is higher than ever. Brands must integrate their online and offline customer service to meet these demands.

The UKCSI highlights significant areas for improvement, such as making it easier for customers to contact the right person, improving employee behaviours and competence, and improving website navigation. With 1 in 3 customers willing to abandon a brand after just one bad experience and 60% if the service isn’t friendly, the stakes are high.

The Current State of Retail Contact Centres

Retailers today face a number of challenges in meeting customer expectations. Cavell’s recent Voice of the Consumer report reveals that 44% of consumers believe customer service has deteriorated in the last three years. Additionally, 38% of consumer interactions with customer service have been unsatisfactory, and 45% of consumers have actively avoided resolving an issue specifically to avoid dealing with customer service.

Moreover, the report shows that while digital channels are on the rise, traditional methods are still preferred by many consumers:

● 52% of consumers prefer email for routine communications.
● 54% favour phone calls for urgent issues.
● Only 5% think automated systems are ‘very good’ at customer service, with 35% believing they are bad.

These statistics highlight the need for contact centres to evolve—integrating traditional methods with modern technology to create a seamless and satisfactory customer experience.

Identifying the Mismatch

Why is there such a disconnect between what retailers need and what their contact centres provide? The retail environment is evolving rapidly, with customers demanding more personalised and efficient service. Key trends include:

● Omni-channel Integration: Consumers expect a seamless experience across online and offline channels.
● Personalisation: Advanced data analytics and AI enable tailored interactions.
● Real-Time Support: With the proliferation of instant messaging and social media, customers expect real-time responses.
● Scalability and Flexibility: Retailers need contact centre solutions that can scale quickly to meet changing demands.

Traditional contact centres often fall short in these areas, operating in silos and lacking the technological capabilities needed to support advanced features like AI-driven chatbots, real-time analytics, and robust self-service options. This results in longer wait times, slower issue resolution, and ultimately, a decline in customer satisfaction.

A Perfect Match for Retailers

As retailers assess their current contact centre solutions, it’s essential to consider whether their provider can truly meet these modern demands—or if it’s time to find a partner that can. A solution that offers seamless integration, advanced AI, and the flexibility to scale could be the perfect match for retailers looking to improve their customer service experience.

Jason Roos, CEO of Cirrus, shares: “When you’re looking for a contact centre partner, it’s important to find one that really gets what your business needs. It’s all about making things easy and personal for your customers. Like omni-channel support, so your customers can reach out in whatever way they prefer, and your solutions work smoothly with your existing systems. Plus, with AI by your side, it will help make every customer interaction a great one. Peak seasons are also a crucial time for retailers. Having the right partner will help you save money while boosting performance. Working closely with our retail clients, we have defined what we believe to be ‘the perfect match’ criteria.”

Looking Ahead: Future-Proofing Your Retail Contact Centre

The contact centre space is changing rapidly with several upcoming trends and technologies set to revolutionise customer service. From AI-driven interactions to cloud-based solutions and real-time analytics, retailers need to stay ahead of these trends to maintain a competitive edge. By reassessing their current solutions and considering a partner that aligns with their long-term goals, retailers can ensure they’re ready for the future.

Roos concludes: “The gap between what customers expect and what contact centres deliver is growing. Retailers need to rethink their approach, focusing on integrated solutions that utilise AI and real-time analytics. This isn’t about technology for technology’s sake – it’s about creating meaningful, efficient interactions that keep customers coming back.”