Solving the problem is obviously dependent on understanding it, which, believes the Aspect survey, is the main factor. It also adds that you must realize that it is a problem.

The research says that part of the reason for this dissatisfaction is because call-center professionals believe they are doing an excellent job. As much as 90% believe that they have met or exceeded expectations.

However the survey indicated something totally different. According to the Aspect survey, on a grade of A–F (A, for Best), the call centers got a D-rating from the customers.

Another small but interesting finding in the Aspect survey is that, though only 18% of customers interact over e-mail for customer queries, consumers say in 82% cases, such interactions met or exceeded their expectations. That shatters the myth that people do not like e-mail as a customer-service channel.

It is interesting to note that call centers — the original touch point of customers — are again receiving the attention that they badly deserve. While people keep discussing the power of the Web, the ‘good old telephone’ has still the maximum usage. As much as 79% of those surveyed by the Aspect study said that they use the telephone mostly for interaction with the companies.

Interestingly, Dimension Data, whose Annual Contact Center Benchmarking Report, is one of the most referred Call-Center studies has released the preliminary results of the research (due for formal release in February 2006). And if you are one of those who take consumer-survey findings with a pinch of salt, the study by Dimension Data, which bases its finding on measurement of internal metrics has this to say: North American contact centers are the worst globally when it comes to security and disaster recovery, and are the slowest in responsiveness.

Could it get worse than that, for a market that taught the world the concept of customer delight?