# Customer Experience: creating the calm in the chaos
Author:  Pal Sinha, Barnali 
Author URL: https://financedigest.com/author/pal-sinha-barnali
Published: 2022-11-16
Category: BUSINESS
Category URL: https://financedigest.com/category/business
Meta Title: Transform Your Brand Perception with Positive Customer Calls
Meta Description: Learn from Infinity's research how poor customer calls can affect brand perception and discover the crucial moments that matter in customer interactions.
URL: https://financedigest.com/customer-experience-creating-the-calm-in-the-chaoshtml

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![Warren Newbert, CEO at Infinity](https://prod.superblogcdn.com/site_cuid_cm5qst7v3003gwirgwqtxn8i8/images/warren-newbert-450x448-1736814860399-compressed.jpg)

_By_ **_Warren Newbert,_** _CEO at Infinity._

Almost [half](https://www.infinity.co/uk/resources/news-and-views/understanding-the-moments-that-matter-for-your-customers) of consumers agree they have been on the end of a poor call in the last 6 months according to Infinity’s ‘Moments That Matter Survey. Call centres often represent the only form of real human interaction with a brand, having the ability to completely transform their brand perception.

If a [customer is ringing up customer service](https://www.financedigest.com/revolutionising-customer-service-three-sectors-that-are-leading-the-way.html "Revolutionising Customer Service: Three sectors that are leading the way…") it is most likely because they have a query, an issue needing resolving or information needing to be submitted. Infinity’s research canvassed 2,000 UK consumers and further demonstrates the impact of a negative [customer call experience](https://www.financedigest.com/insurers-ready-to-fight-back-against-poor-customer-experience.html "Insurers ready to fight back against poor customer experience"). As economic downturn indicates a further period of chaos for everyone, it’s never been so important for organisations to get [customer experience](https://www.financedigest.com/is-your-customer-experience-exceptional.html "IS YOUR CUSTOMER EXPERIENCE EXCEPTIONAL?") right. Every question answered, every call that is returned and every [problem solved](https://www.financedigest.com/british-start-up-reveals-the-secret-to-solving-the-problem-of-identity-fraud.html "British start up reveals the secret to solving the problem of identity fraud") is a moment that matters to consumers.

**Time is of the essence**

The digital age allows immediacy – consumers can watch their favourite TV programmes, order food and hail a taxi all at a touch of a button. As [technological capabilities continue](https://www.financedigest.com/how-video-technology-continues-to-boom-in-the-education-sector.html "How video technology continues to boom in the education sector") to grow, so do customer expectations. Similarly, customers want a smooth [customer experience](https://www.financedigest.com/how-will-open-banking-impact-the-customer-experience.html "How will Open Banking impact the customer experience?") just as easily. to [stay ahead](https://www.financedigest.com/stay-ahead-of-the-curve-and-meet-your-customers-payments-needs.html "STAY AHEAD OF THE CURVE AND MEET YOUR CUSTOMERS PAYMENTS NEEDS") of the game, businesses across all industries will need to raise the bar on their customer experience. Every [market is now a fast-changing and demanding](https://www.financedigest.com/automotive-catalytic-converter-market-trends-growth-future-demand-analysis-and-forecast-by-2028.html "Automotive Catalytic Converter Market Trends, Growth, Future Demand, Analysis and Forecast by 2028") environment, and consumers expect more than ever from their interactions with brands.

Moreover, we all lead busy lives and time is precious. With the rise of [remote working](https://www.financedigest.com/shoring-up-cyber-defences-in-the-remote-working-era.html "Shoring up cyber defences in the remote working era"), everyday tasks like putting a wash on can be completed alongside the workday. Having to sit on hold, waiting for a call to be picked up, can create a great interruption. [Only 60%](https://marketing.infinity.co/moments-that-matter-survey-whitepaper) of consumers would only wait on hold for up to 10 mins before hanging up on a brand, with 31% willing to only wait 5 minutes.

[**Easing financial worries**](https://www.financedigest.com/european-shares-rise-on-easing-energy-supply-worries-draghi-speech-in-focus.html "European shares rise on easing energy supply worries; Draghi speech in focus")

[Businesses and consumers alike have faced a great deal of instability over the last few years](https://www.financedigest.com/2018-is-a-year-of-regulation-is-your-business-ready.html "2018 is a year of regulation – is your business ready?"). With a spike in [energy bills](https://www.financedigest.com/explainer-why-europe-faces-climbing-energy-bills.html "Explainer-Why Europe faces climbing energy bills"), inflation, and a recession now on the horizon, customers will be feeling anxious and frustrated. People are going to be a lot more cautious when it comes to spending their money, making the [sales journey incredibly precious to brands](https://www.financedigest.com/geelys-ev-brand-zeekr-aims-to-double-sales-in-2023-expand-in-europe.html "Geely’s EV brand Zeekr aims to double sales in 2023, expand in Europe").

Creating a positive reputation [needs to be a top priority for every](https://www.financedigest.com/10-secrets-every-entrepreneur-needs-to-thrive-in-2023.html "10 Secrets Every Entrepreneur Needs to Thrive in 2023") organisation, especially as uncertainty will cause customer calls to increase. Worried [customers need](https://www.financedigest.com/why-empathy-needs-to-sit-at-the-heart-of-bbls-and-cbils-customer-service.html "Why empathy needs to sit at the heart of BBLS and CBILS customer service") their questions answered by a calming and helpful voice – but what happens when they leave that call more tense and frustrated?

As the [energy crisis](https://www.financedigest.com/europes-energy-crisis-and-the-nuclear-path-out.html "Europe’s energy crisis and the nuclear path out") has skyrocketed bills, customers have picked up the phone to their utility providers. The Moments That Matter survey also discovered that over the last six months, [60%](https://marketing.infinity.co/moments-that-matter-survey-whitepaper) of consumers say have been disappointed with how utility companies have handled their calls.

Similarly, interest rates are sharply rising, causing customers to contact their [banks with concerns around mortgage](https://www.financedigest.com/britain-urges-banks-to-offer-mortgage-flexibility-in-cost-of-living-crisis.html "Britain urges banks to offer mortgage flexibility in cost-of-living crisis") repayments. [Financial anxiety can be agonising and there’s a real need to speak](https://www.financedigest.com/how-can-fintechs-better-engage-zillennials-with-their-financial-health-the-answer-lies-in-speaking-to-them-in-their-own-language.html "How can fintechs better engage Zillennials with their financial health? The answer lies in speaking to them in their own language") to a person on the phone to solve such a human issue. But [24%](https://marketing.infinity.co/moments-that-matter-survey-whitepaper) claim their leading source of frustration with their bank was being put through to an automated voice. In a time where great [customer experience](https://www.financedigest.com/visionary-banks-fight-the-blur-hybrid-computing-architecture-brings-a-faster-sharper-customer-experience.html "Visionary banks fight “the blur”: Hybrid computing architecture brings a faster, sharper customer experience") is vital, energy providers and banks are quickly losing customers’ trust.

**The solution**

Customer calls are rich with insights into the thoughts and feelings of customers, helping [brands to focus in on empathy during this time](https://www.financedigest.com/its-time-for-a-branding-re-set-getting-back-to-basics.html "It’s Time for a Branding re-set – Getting Back to Basics"). Call intelligence tools capture these conversations, providing real-time insight into how calls are being handled, surfacing frequent questions and more. Businesses can then ensure customer [queries are being answered with the right tone of voice and further train staff about the best advice to give](https://www.financedigest.com/legislate-raises-3-6m-to-give-startups-smes-the-technology-to-query-and-compare-every-contract.html "Legislate raises .6M to give startups & SMEs the technology to query and compare every contract").

Organisations can also use these insights to compile FAQs to list on their own websites. A lot of customer journeys begin with a [Google search](https://www.financedigest.com/a-year-in-property-google-searches-reveal-what-buyers-were-looking-for-this-year.html "A year in property: Google searches reveal what buyers were looking for this year"), trying to seek an answer before picking up the phone. By publishing questions and answers, [companies may be able to resolve a customer’s](https://www.financedigest.com/disconnected-customers-are-one-of-the-biggest-problems-facing-financial-companies.html "Disconnected customers are one of the biggest problems facing financial companies") issue entirely – if a query isn’t listed or a customer would rather have a conversation, they’re also welcome to dial customer services.

**Human reassurance**

It cannot be stressed enough that excellent [customer experiences are key](https://www.financedigest.com/lumen-research-expand-us-operations-with-key-sales-and-customer-success-hires.html "Lumen Research expand US operations with key sales and customer success hires") during this period, especially as organisations face a storm of increasing call volumes. [Customers will be seeking out call centres](https://www.financedigest.com/manchester-arts-centre-the-lowry-selects-logpoints-siem-technology-to-safeguard-customer-data.html "Manchester arts centre The Lowry selects LogPoint’s SIEM technology to safeguard customer data") for reassurance only another human can provide.

Brands that strive to understand customer frustrations will come up on top, with [customers finding them a safe haven for their financial](https://www.financedigest.com/id-fraud-is-on-the-rise-can-financial-services-do-more-to-protect-their-customers.html "ID fraud is on the rise: can financial services do more to protect their customers?") worries.


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