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Posted by Diane Clarkson on October 13, 2010
Call deflection -making alternative customer service channels available to deflect calls to telephone center - is a concept with two frequent misconceptions that I think should be addressed:
Call deflection rates are a misleading metric. You may be successfully avoiding calls but also may be leaving your customers dissatisfied and disloyal – a risky outcome in our social media world (think Dave Carroll and United Airlines). What matters most is customer satisfaction – a measure that requires soliciting customer feedback on every customer service contact. When done right, call deflection can drive customer satisfaction in addition to cost savings.