Kelly Survey Examines Call Center Impact

Consumers form their image of a company based on how they are treated by call center reps, and if they don’t like the service, they won’t be back.

Some 92% of U.S. consumers decided how they like a company by their experience at the call center, according to a survey sponsored by Kelly Services, a provider of staffing services, in partnership with Purdue University’s Center for Customer-Driven Quality.

The survey also found that 63% of consumers will stop using a company’s products or services based on a negative call center experience. Conversely, 16% of consumers reported that a call center had exceeded their expectations. Of those consumers, 95% will use the company again. One group that doesn’t give second chances is the Gen X or Y groups. One hundred percent of consumers between the ages of 18 and 25 will move to a company’s competitor once they have a negative call center experience. The typical consumer calling a call center is between 26 and 55 years old, the survey found.

More than 50% of callers have at least a four-year college degree and an average household income of more than $50,000 per year. Consumers place 10 billion calls annually to call centers. "Having customer service representatives trained to ensure a positive customer service experience is crucial to maintaining a strong brand image and keeping customers coming back for more," said Teresa Setting, vice president, Kelly Services, in a statement.