9 August 2006
UK's first approved call routing guide improves customer experience for all
The UK's first cross industry and government approved guide for improving call routing systems has been produced by the Employers' Forum on Disability.
The guide will help organisations improve their automated and non-automated phone systems to enhance the customer experience, particularly for older people and those with disabilities.
'Barrier free call routing' is supported by BT and the Central Office of Information. Based on interviews with disabled and older people, it shows how important it is for everyone to have easy access to information over the phone, and how business can make gains from call routing systems that are accessible for everyone.
Businesses which make simple changes, such as reducing the number of options, providing access to an operator and training staff in disability awareness will be making improvements for at least 2.4 million disabled people in the UK and a large proportion of the 9.5 million older people who are also affected by poorly designed telephone access.
However, while unpopular, disabled people believe there are real benefits to well designed call routing as it provides a quick and easy way to information such as bank balances and is an easy way to pay bills.
'Barrier free call routing' shows that effective call routing does exist and that it can be designed at a reasonable cost with benefits for all.
Fiona Miller, national manager of the age and disability action team at BT, said:
“Encouraging organisations to give more thought to the design of their call routing systems will make it easier for customers to contact them and will be inclusive for everyone - not just people who have a disability.
“BT has worked at the heart of producing these guidelines with the Employers' Forum on Disability and is pleased that it has been supported across industry. The guidelines are good for customers and good for business.”
Vivienne Pozo of national charity Hearing Concern said:
“This is the first cross industry and government approved guide for companies and organisations committed to improving their call routing.
“It has been a privilege to work with BT and other steering group members to develop the publication, which will benefit both providers and consumers alike.
“As a hearing impaired consumer myself, I am looking forward to a more enjoyable experience contacting businesses, and without having to ask others for help.”
The research into 'Barrier free call routing' was funded and planned by a steering group which included BT, COI, Employers' Forum, Ofcom, Hearing Concern, Royal Mail, Transport for London, Vertex.
The guidance is endorsed by Customer Contact Association, Citizens Advice Bureau, DRC and Ofcom.
Ends
Issy RuleEmployers' Forum on Disability press office
Telephone: 020 7403 3020
Mobile: 07754 522 521
Email: issy.rule@employers-forum.co.uk
A spokesperson from the Employers' Forum on Disability is available for comment
A spokesperson from BT is available for comment
A spokesperson from Hearing Concern is available for comment
About the Forum
The Employers' Forum on Disability is the world's leading employers' organisation working to the mutual benefit of business and disabled people. The Forum makes it easier to employ disabled people, serve disabled customers and develop partnerships with disabled stakeholders in the wider community.
'Barrier free call routing' is available for download from the publications section of the Employers' Forum on Disability website