UK Consumers Calling Time Out for Call Centre Touchtone Systems

Published 14th November 2008

Consumers would prefer speech recognition to struggling to understand a call centre agent or waiting in a queue

London, November 14, 2008 – Nuance Communications, Inc. (NASDAQ: NUAN), the leading supplier of speech solutions, today released its Customer Self-Service Preferences Report, a comprehensive assessment of UK consumers’ satisfaction with call centre service conducted for them by Harris Interactive. The research reveals that 60% of respondents are less than ‘satisfied’ with their interactions with customer service departments. The top two complaints are agents that are difficult to understand due to language barriers (28%) and that it takes too long to speak to a live agent (25%). Almost half of respondents would prefer using a speech automated system to struggling with an agent they can’t understand (46%).

Consumers prefer speech recognition to touchtone systems with 45% of consumers less than satisfied with touchtone systems. Despite the perceived dislike of speech recognition applications, 84% of respondents would be willing to try a new speech automated system if they were notified in advance of its availability.

Harris Interactive, a leading independent research organisation, gathered data from more than 200 UK consumers over 18 years of age who had contacted customer service by phone in the past 12 months. The study explored consumer attitudes towards customer service to determine what customer interaction channels and what type of phone automation consumers prefer.

Key Findings:

• Main complaints are about agents: The top complaint about customer service is agents that are difficult to understand due to language barriers (28%), followed by 25% complaining that it takes too long to speak to an agent.

• Great Service is about speed and accuracy of response: The number one element of “great” customer service is the speed and accuracy of the response, with 37% wanting a fast service, followed by 30% wanting knowledgeable staff. Consumers were less concerned about speaking to a human being, with only 6% citing the ability to speak to a live agent as an element of great service.

• Automated systems are often preferred: 46% of respondents would prefer using an automated system to struggling with an agent they can’t understand. 84% would be at least somewhat willing to try a new automated system if they were notified in advance of its availability.

• Speech recognition systems perform better than touchtone: When given the option of touchtone technology or speech automation, respondents rate speech automation easier to use, clearer, and faster than the touchtone systems.

• Customer service quality has a major impact on brand perception: The majority (82%) believe that quality of customer service is influential, very influential or extremely influential on their perception of a company. Nearly two thirds (62%) of consumers who have bad call centre experiences stop doing business with the organisation, 69% would share their experience with friends and family, and 56% would be likely to switch to another company following a bad experience.

“This research clearly demonstrates the continued frustration UK consumers have with call centre service.” said Ian Turner, General Manager, Northern EMEA, Nuance. “Typically, when UK consumers contact a call centre it is often to complete a routine or rudimentary task. They simply want to get that task done, and don’t necessarily want or need to speak to an agent to do it. Therefore, they want to be served quickly and effectively, and if improved customer service can be delivered using speech automation, then they are happy to embrace that. It comes down to striking the right balance between using technology or an agent at the right time and the right place.”