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BizReport : Ecommerce : March 03, 2016

Survey: Call centers need to employ nice

You know how your mom used to say you could catch more flies with honey than vinegar? Turns out she was right - even for businesses. According to one new study call centers which used 'warm' greetings to callers were more likely to convert shoppers that those who were less friendly.

by Kristina Knight

Marchex has released the results from the 2016 Call DNA survey, which indicates being nice could be worth about $20 million. According to researchers 63% of shoppers who were 'greeted warmly' when calling a call center ended their call with a purchase. Marchex estimates that large call centers could earn about $20 million more annually if they were to be kinder on the phone.

"We have all heard that being nice to your customer is good for business," said John Busby, Senior Vice President of Marketing and Consumer Insights. "This study clearly shows that putting the golden rule to work inside a call center can truly turn into gold for that business. Consumers spend more than $1 trillion over the phone each year. The good news for businesses from this study is that when they invest in better customer experiences it can lead to considerably higher revenues."

Other interesting findings from the Marchex study include:

• 50% of consumers hang up within the first 3 minutes of hold time
• 11% hang up during IVR/phone trees
• Conversion rates increase 30% when call centers ask open-ended questions like 'Why are you calling today?"
• Consumers are 20% more likely to purchase when offered no pressure incentives like 'buy today'

Image via Shutterstock

Tags: call center trends, call centers, ecommerce, ecommerce trends, Marchex

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