The Paisley Group

June 06, 2005 14:21 ET

Report from The Paisley Group Rates Directory Assistance Service Providers; TELUS Again Tops Canadian List

DENVER--(CCNMatthews - Jun 6, 2005) -

Canadian companies that provide directory assistance respond accurately to caller requests for telephone numbers 94.7% of the time, according to the National Directory Assistance Performance Index, an independent analysis published semi-annually by The Paisley Group, Ltd. The Index is the only tool on the market that provides companies which offer directory assistance services with specific competitive intelligence to track and gauge their performance.

Using a "mystery caller approach", the Index tracks:

-- Customer Fulfillment(sm), database accuracy and the ability of an operator to provide an accurate listing,

-- Customer Care(sm), the way the operator balances customer advocacy and efficient call handling practices,

-- Operator Work Time, the length of time the operator spends on the line with the customer, and most importantly,

-- "Passed Calls," calls where the customer both received the correct listing report and was cared for competently and efficiently.

Repeating as the overall service leader is TELUS Corporation with a Passed Call percentage of 91.0%. This compares to the Canadian average of 88.0%. The margin of error is 3.7%.

Bell Canada led in calls fulfilled with 95.3% compared to the Canadian average of 94.7%. Fulfillment measures not only the total number of calls that were completed correctly but analyzes the factors that prohibited calls from being completed, e.g., an incorrect listing in the provider's database, missing information, a number that was in the database but that could not be found, operator error or a technical problem.

In the area of Customer Care(sm), TELUS was the leader with 94.7% of customers being cared for. Unlike most measurements of customer service, which are subjective in nature, Customer Care(sm) measures an array of specific, quantifiable operator behaviors. These include whether or not the operator acknowledges the customer at specific points during the call, listens carefully to the caller's request, asks questions in an appropriate manner to get additional information, follows the search to conclusion and is polite.

Passed Calls are the hallmark of directory assistance. This measure combines Customer Fulfillment(sm) and Customer Care(sm) to measure whether a customer received a correct report while being treated in an appropriate manner. Once again, TELUS was the only company surveyed to surpass the Canadian average of 88.0% of the calls processed correctly.

To determine these results, The Paisley Group developed a statistically valid test sample that included business, residential and government requests. The sample included a number of new listings and listings with an expected "no find" result. Geographical distribution, call type and customer type were factored to produce a series of calls reflective of actual directory assistance calling patterns.

The Paisley Group's National Directory Assistance Performance Index is the only industry report that is based upon a definitive, DA-specific quality measurement process. As such, it gives companies a benchmark for assessing and improving their directory assistance service. In addition to the Canadian Index, The Paisley Group also publishes a U.S. and a U.K. Index.

The Paisley Group Ltd. is the leading directory assistance/operator services consulting company and the premier independent measurer of database accuracy, Customer Fulfillment(sm) and Customer Care(sm) in the industry today. The company specializes in auditing call centers, designing robust measurement and statistical models, optimizing revenue-generating opportunities through consulting, benchmarking and helping clients to develop plans that work.

For additional information, contact Meg MacRae, managing partner, The Paisley Group, 4482 Tallyrand Circle, Castle Rock CO 80104, 303-688-1666,

Contact Information

  • The Paisley Group
    Meg MacRae, 303-688-1666