“Always keep in mind the old retail adage: Customers remember the service a lot longer than they remember the price.” - Lauren Freedman, author and retail veteran.
There is no doubt to verbalize that the customer is the boss and he/she can fire away any employees by investing in his/her service in another company. This statement is more ultrapractical in the contact center industry. The duties and responsibilities of the call center agents are to make the customer experience (CX) more coherent and satisfying. Call center agencies/call center companies have their own agendas/quotas that every call center agent must fulfill. A customer-centric call center always puts forward the customers’ needs. They pledge to deliver exceptional customer experiences by focusing on customers’ needs and working on an immediate basis to ensure customers’ satisfaction.
There are several ways to enhance customer interaction and satisfaction that we have discussed in our previous blog. From call scripting, and reducing customer wait times to maintaining quality assurance in call centers, there are several tactics and strategies call center agencies adopt for meeting the customers’ needs and demands. There are several protocols designed for the call center agents that they must follow as part of their job responsibilities such as shortening the call period with the short call script, transferring the calls without knowing the exact reason behind the call, and many more. Such ground rules (if not followed propoerly) of haphazard first-call resolutions, and call quota systems for call center agents enhance the profitability but may hamper the customer experience. Furthermore, prioritizing sales rather than customer experience can’t be termed a future-proof tactic for the organization.
The first and foremost priority of the call centers must be meeting the priorities of the customers and then comes the monetization as the second one is possible after the existing customers are satisfied with the services rendered. Following are some of the successful strategies for building a customer-centric call center:
There are various technologies and trends available in call center management to enhance customer experience. The first thing a call center agent does is to pick up the call when the phone rings, and actively listen to the customers’ grievances, queries, and complaints. Rather than uttering every word, and letter of the call script completely, he/she should actively listen to the customer and calmly look for the remedies. Call center agents should use various methods and data to acknowledge the customers’ calls. For example, to enhance the customer experience, call center agents should collect and analyze customer feedback too through various methods such as call recordings, service ratings, surveys, reviews, etc.
Call center companies should address the changes, immediately resolve the issues, and consider the suggestions and feedback. There are many methodologies to deduce about customer satisfaction and discover areas for improvement of CX.
The right person at the right time at the right place can make both the organization and employees/agents work towards the shared vision, mission, and values. Even angry customers’ reactions can be revamped into calm ones and committed to the service of the organization if the call center agents are soft-spoken, empathetic, and understandable. Call center agents are the peachy keen frontline of the call centers. With their speaking and challenging tackling skills, customers get the perception of the brand. Hence, the hiring of call center agents should be done according to their skills, attitude, and motivation to deliver excellence to the customers. They should be communicative, adaptable, and problem-solvers.
The requirement of regular sensitivity training is important to empower the call center agents. The tools, information, knowledge, and authorization for the resolution of customers should be provided for the call center agents so that they can handle the customers more efficiently and effectively.
We have already discussed the various options for reducing customer wait times. Customers want prompt responses after they express their queries, grievances, and complaints to the call center agents. Hence, call center processes should be optimized that concatenate with the customers’ wants, preferences, and advantages. Call routing, using an IVR system, and CRM software are many other options that can be used to ease up the customers’ wants.
Call center agents should have access to the central repository system including customers’ information and call history so that they may not consume time by asking customers repeatedly about their issues. Call center agents can respond immediately either by routing the call to the most suitable agent or by providing self-service options for providing consistent and personalized customer services through various chains.
The call center metrics should be carefully monitored and improved in the call center as these indicators measure the performance and quality of the call center. There are several call center metrics such as:
i) First Call Resolution Rate (FCR)
ii) Average Call Duration
iii) Average Handle Time (AHA)
iv) After-call work time
v) Call Transfer Rate
vi) Call Quality Score
vii) Agent Script Adherence (Call-scripting)
viii) Schedule Adherence
ix) Net Promoter Score
x) Agent Turnover
Call center agents should use various reports and analytics to track and evaluate the indicators and compare the results derived with the assigned goals. This will help to identify the deviation providing opportunities to enforce required actions for the improvements.
Customer-focused leadership should be developed from the top executives followed by the sub-ordinates. Everyone should be clarified about the clear vision of customer-centricity. The customer-centric initiatives should be followed by all the stakeholders involved in call center management. Everyone should be aligned with the shared vision, mission, and values. There should be facilities for the following actions to encourage customer-centric culture in the call center:
i) Clear communication
ii) Rewards and incentives for the agents
iii) Collaboration and Cooperation
iv) Innovative approaches
v) Celebration of milestones
vi) Cast-iron Telecom service
vi) Application of suitable and new trends
Call center agents play a crucial role in establishing a customer-centric call center. Above mentioned are just the few strategies discussed briefly. The first investment should be made in call center agents and the empowering tools together to ensure customer loyalty, customer satisfaction along with organizational success.