Are You Paying Attention to Your Customers?
A lot of lip service is paid to listening to customers. But there is a difference between actual listening and just hearing what they have to say.
The best call centers focus all of their efforts on gaining insight into every customer on every call. Comments made even in passing can offer valuable insight into satisfaction with a product or service, and should influence business development and marketing. There is no such thing as a routine transaction.
Are you really and truly paying attention to your customers? Here are a few ways to find out.
If you are getting too many repeat calls from the same customers about the same issue, something isn’t right. Either your agents are not able to resolve the issue, or there is a problem with a product that cannot be solved. Whatever the reason, this is a communication breakdown that must be corrected. When possible, provide agents with the information they need to deal with the issue. Or inform a brand manager about the situation so action can be taken at that level.
“We don’t have that service available”
Why not? If callers are repeatedly inquiring about something they want that you don’t have, look into whether it’s possible to provide it. Especially if it’s a product or service already provided by other companies in your industry.
“Tell us how we’re doing”
The fastest and easiest way to find out what customers want is simply to ask them. Sometimes it can be tempting to let analytics do the work for you – and with the right system in place you will certainly collect valuable, relevant data. But there’s also nothing wrong with the direct approach. Ask for feedback, and incorporate that feedback into the entire organization, not just the call center.
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