Recent findings on the quality of service provided by UK mobile operators, broadband, landline and TV providers reveal that more than one in three call centre or email support interactions leave customers either indifferent or unhappy with the experience[1].

If we stick our necks out and factor in contact frequencies over the course of a year and gross up to represent the UK adult population, this equates to somewhere around 30 million missed opportunities to create closer bonds with customers. Disappointing customer service is often highlighted as a key driver of customer churn, so the billions (yes, billions!) these customers spend each year with their telecoms providers represent a nice little carrot for those providers who most effectively address this problem.