New research reveals that only one in four companies excel at making a good first impression with callers. The FTSE First Impression Index, commissioned by outsourced reception provider Moneypenny, has revealed a new look FTSE listing where only the friendliest and most helpful companies top the charts and share price is meaningless.
The independent survey, carried out in August and September, assessed the countrys most recognised companies against strict criteria to test telephone etiquette and build First Impressions scores. One thousand calls were made to the 100 companies over a four week period by trained mystery callers who rated companies on speed, friendliness, clarity and knowledge. Key findings were:
First Impression Winners The top five scorers topping the new index were (in order) Experian, Friends Provident Group, Invensys, BHP Billiton, and Associated British FoodsBottom of the pile Bringing up the rear was Next, followed by Anglo American, Thomas Reuters, Scottish & Southern Energy and Foreign & Colonial Investment TrustQuick but unfriendly 74% of receptionists at FTSE 100 listed companies are answering calls within five seconds but only in 44% of calls were staff cited as very friendlyRetailers forget their manners Despite their customer service ethic, the Retail sector gave one of the worst first impressions of all
Dial U for Unhelpful Only 56% of receptionists knew the CEOs name and only 8% were able to answer to simple enquiries directly
Our experiment shows that share price means nothing when you have a bad telephone manner, says Rachel Clacher, co-founder of Moneypenny. The bulk of our finest companies are distinctly average when it comes to making a first impression in those vital first few seconds to mystery callers. They might be quick and there might be a person, not a machine, at the end of the line but they arent oozing friendliness and often dont have the most basic information.
Encouragingly more than three quarters (89%) of calls were answered by a human being, rather than a pre-recorded or automated system, while in 97% of calls the receptionist identified the company immediately, although only identified him or herself on 15% of occasions.
When comparing different sectors on their First Impressions score, Financial Services came out top followed by Pharmaceuticals and Telecoms. Propping up the list were Oil companies, Retailers and Tobacco companies who all scored badly.
For a copy of the full FTSE First Impression Index please visit www.outsourcedreception.com
D.C.