Laithwaites named best call centre

10 October, 2008

Laithwaites has the best call centre in UK retailing, according to an independent study.

Market researched GfK NOP was commissioned to make 20,000 calls to dozens of call centres in various sectors, rating each one across five key service areas: timeliness, ease of use, reliability, staff knowledge and personalised service.

The best overall performer was the First Direct bank, with a score of 91.73%. Laithwaites came fifth with a customer service rating of 90.36%, making it the best performing retailer. Shirt maker Charles Tyrwhitt and Specsavers were the sector’s other top scorers.

The retail sector was the survey’s strongest performer overall, with a score of 87%.

The criteria used to evaluate the call centres took into account all aspects of customer service, including time to get through to a customer service representative, queue management, automated IVR systems, politeness, knowledge and friendliness, as well as how the speed of dealing with enquiries.

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