A key topic this month was IFAs' opinions of product providers' call centres.
Commenting on the results of the survey, Paul Smee, AIFA's Director General said,
"This survey shows the value of the IFA Census in finding out what IFAs need to do their job effectively. We are able to give providers three clear messages about their call centres and we expect to work with them in delivering a better service.
"Top of the IFA 'wish list', is a desire that operators are more knowledgeable about their company's products and services, so that they are able to answer specific questions 'on the spot'. IFAs would also like their calls to be answered promptly, without long waits in queuing systems and recorded messages.
"AIFA is feeding the results of the survey into the Raising Standards** working party on admin standards, which is addressing call centres as its first task. We will contribute to all initiatives which improve administration standards for the benefit of IFAs and, in turn, their clients. We are delighted that Raising Standards offers an opportunity to do this."
Survey results
Service requirements
IFAs were asked which three things they looked for when telephoning call centres. The following topped the list:
61% - operators that understand products and services;
55% - staff that access the information IFAs need quickly;
54% - prompt call answering
Others were:
38% - call answered by a person (as opposed to recorded message)
32% - operators that call back when promised
24% - articulate and understandable operators
Main irritations
When asked which three elements IFAs found most irritating, the top three were:
49% - queues with no indication of when somebody might answer
47% - long wait for call to be answered
31% - operators who cannot answer specific questions there and then
Others were:
24% - operators who do not call back when they have promised to do so
22% - recorded message rather than a person
21% - operators that can't handle complex enquiries
Priority service improvements
When asked which three improvements IFAs would like to see from call centres - the top three were:
58% - more comprehensive staff product/service knowledge
48% - speedier call answering
32% - the option to speak to a real person at any point during the call
Others were:
29% - keeping call centres in the UK
25% - ensure there are sufficient staff in place to meet demand
23% - promises kept regarding call backs
Interestingly, only 9% identified the abolition of on-hold music/messages.
